What is Open all winter about?

Open all winter is a professional campaign created for adidas and launched in the United Kingdom in 2014, targeting outdoor enthusiasts and fashion-conscious consumers seeking performance and style during the colder months. Developed by the creative agency Stopp, this film-based campaign leverages compelling visual storytelling to highlight adidas’ commitment to innovative outdoor apparel that supports activity and comfort throughout winter. The campaign’s central creative idea is to encourage consumers to embrace the winter season, positioning adidas as a brand that empowers individuals to stay active and stylish despite challenging weather conditions.

What creative device does Open all winter use?

Open all winter employs the Symbolize the Benefit technique, as classified by Clapboard’s 12-format taxonomy (FORMAT#9). This approach uses symbolic or exaggerated visuals to represent the positive impact of adidas’ winter apparel, rather than relying on literal demonstrations or testimonials. The campaign visually dramatizes the promise of unrestricted winter exploration, using metaphors and liberating imagery to convey how adidas gear enables full activity even in harsh conditions. This creative device reinforces the brand’s message by making the functional benefits of the product emotionally resonant and aspirational.

What is the campaign proposition for Open all winter?

The campaign proposition for Open all winter centers on positioning adidas as a reliable companion for outdoor apparel during winter, emphasizing durability and versatility. The brand communicates that its products are engineered to keep consumers active and comfortable regardless of the season’s challenges. By focusing on the idea of being open all winter, adidas targets individuals who value an active lifestyle and seek both functionality and style in their apparel, aiming to inspire confidence and readiness to face winter conditions. This proposition differentiates adidas within the fashion and outdoor market by promoting an aspirational lifestyle that transcends seasonal barriers.

How does Open all winter rank in Clapboard's archive?

Open all winter holds a Clapboard Campaign Score of 58/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards.

Who are the competitors in adidas's category?

In the fashion and athletic apparel category, adidas faces competition from several key brands. Nike is positioned as a high-performance athletic and lifestyle brand, leveraging innovation and athlete endorsements to connect with a broad audience. Puma targets a youthful, trend-driven market by blending sport, lifestyle, and fashion, often through collaborations in street culture. Under Armour emphasizes technical performance and durability for serious sports enthusiasts, while Reebok blends fitness, lifestyle, and heritage sportswear to appeal to a broad demographic. New Balance focuses on quality craftsmanship and comfort, balancing heritage with modern design for both athletes and casual consumers.

This adidas campaign uses cinematic storytelling to champion winter endurance and style — Clapboard's Global Ad Archive.

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Open all winter - adidas | Clapboard Ad Archive

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Description

Open all winter from adidas marks a pivotal entry in the 2014 United Kingdom landscape, with the sportswear giant teaming up with agency Stopp to assert its traction within the competitive fashion and outdoor apparel market. The campaign’s film execution is anchored in a central premise: challenging the limitations imposed by winter, adidas visually dramatizes the promise that the colder months can serve as a stage for athleticism, style, and perseverance rather than inactivity. In a creative move that Clapboard’s taxonomy classifies as FORMAT#9—Symbolize the Benefit, the campaign abstains from literal problem-solution demonstration or testimonial tropes, instead conjuring a set of evocative visual metaphors where winter landscapes transform from hostile terrains into open arenas, signifying that life outdoors does not pause for the elements. This approach smartly circumvents direct salesmanship, inviting the audience to encounter snow, rain, and frigid wind not as barriers but as catalysts for personal adventure and expression—a narrative that infuses the adidas winter collection with aspirational intent and active possibility. The imagery and cinematic storytelling underscore the technical reliability and fashion versatility of the gear, intertwining warmth, durability, and movement with a contemporary aesthetic that speaks to outdoor enthusiasts seeking both performance and style. Woven throughout is adidas’ ongoing dialogue with a generation eager to collapse the false binary between utility and design, conveying a clear proposition: winter is no longer a season to endure, but one to own. This brand and market positioning makes effective use of film’s emotive potential to leave a lasting impression well beyond transactional messaging, strengthening adidas’ claim as a house of innovative, resilient design for urban and rural explorers alike. The campaign earns 58/100 in Clapboard’s global creative archive. At a moment when outdoor apparel brands are tasked with reframing what it means to thrive through the seasons, Open all winter demonstrates how symbolic creative approaches—anchored to real product benefits—can reimagine the limits of both fashion and function.