NME Radio partners Adidas and JD to celebrate 60th anniversary of Adidas Originals

IPC Media's NME magazine has secured a major cross-platform deal with global leader in the sporting goods industry, adidas, and the UK's leading sports fashion retailer, JD, to celebrate the sixtieth anniversary of adidas Originals - collections of cutting edge street wear sold exclusively in JD Sports. The integrated campaign – NME Radio presents the adidas House Party – which was conceived and negotiated by Carat Sponsorship, includes a series of three live events in JD stores and London's 229 venue, featuring top emerging artists, including The Rifles, The Rakes and Young Fathers.

The NME Radio presents the adidas House Party campaign, which runs for five weeks across April/May, includes:   •   NME Radio on-air support for the gigs with promotional trails and live DJ mentions in all shows, three weeks of giveaways for listeners, including adidas Originals goodies and tickets to the live events, and an adidas Originals review show with content from the three events.   •   NME.COM creating adidas Originals bespoke content with details of the gigs and the artists playing along with an adidas House Party ad. The bespoke content will be supported with homepage and video of activity along with competitions to win tickets.   •   NME magazine supporting the deal with four weeks of advertorials announcing the artists, and reviewing the gigs. Display pages will run alongside advertorials to highlight the adidas Original range.