Ernie Els and Sergio Garcia will soon be gracing our TV screens as adidas launches a brand new TV and Press advertising campaign to promote their revolutionary golf shoe, the Tour Traxion. The series of three TV ads are the first ever golf specific TV executions for sports giant adidas.
Created by Leagas Delaney of San Francisco, the advertising marks a major assault on the European golf footwear market by adidas. Already the number two player in Europe, the push comes as part of a bid to gain number one status over the next five years.
The advertising focuses on two of the world’s most recognisable golfers, Sergio Garcia and Ernie Els, and the adidas Tour Traxion shoe which both players have sported over the last 12 months. The advertising builds the most recognisable traits of the two players – Sergio Garcia’s adventurous “go for it” attitude and Ernie Els’s laid back, unflappable style – with the attributes of the product.
“It is a very comfortable shoe,” said Els during the filming of the advert, “It has great traxion, and you can wear it in all terrains, which is good for Sergio, because he’s going to be standing in ditches and on all kinds of slopes!”
“The guys at adidas have really done their homework,” added Els, “I’ve worn most types of shoes, and these Tour Traxions are the most comfortable shoe I’ve ever worn.”
Garcia, commenting on the comfort, admitted, “I used to have problems with my feet. The sole of my foot always used to hurt after 18 holes. Since I’ve been wearing adidas, it’s been really good. So I’m very happy.”
European Marketing Manager for adidas Golf, Robin Gibson, said today
“The enormous success that the Tour Traxion shoe is already enjoying is down to the incredible comfort, the superior traxion and the amazing light weight of the shoe. All these features, plus great styling, have combined to make one of the best golf shoes available. This is now being proved by its popularity with tour players and club golfers alike.”