Adidas Calls On All-Star Roster In Multi-Media ‘Calling All Creators’ Campaign
Wednesday, December 20, 2017 at 03:56PM By Barry Janoff
December 20, 2017: The holidays are a time of coming together, and adidas has done just that, bringing together most of the high-profile, heavy-hitting stars on its global roster for the latest incarnation of its umbrella “Here to Create” campaign.
A new spot, "Calling All Creators,” is the nucleus of what adidas said would be a “multi-dimensional story comprised of long- and short-form content across social, TV and adidas.com, rooted in film.”
Then campaign seeks to showcase a number of the brand's “most innovative technologies and coveted footwear” by introducing what it calls the Creators of Sport Culture, representing the present and future of adidas.
The roster across all platforms includes:
• Current and former soccer stars Lionel Messi, Paul Pogba and David Beckham
• Current and former NBA stars James Harden, Damian Lillard, Kristaps Porzingas, Derrick Rose, Jeremy Lin, Brandon Ingram and Tracy McGrady
• WNBA stars Candace Parker and Chiney Ogwumike
• NFL players Aaron Rodgers, DeAndre Hopkins and Von Miller
• Carlos Correa of the World Series champion Houston Astros and Kris Bryant of the 2016 World Series champs Chicago Cubs
• Nashville Predators P.K. Subban
• Two-time tennis Grand Slam winner Garbine Muguruza
Beyond sports, the campaign also features fashion designer Alexander Wang, model and businesswoman Karlie Kloss and ten-time Grammy winner Pharrell Williams.
The campaign, created in partnership with 72andSunny, debuts on the adidas YouTube channel and will be supported via multi-media in more than 33 countries, including the U.S, Canada, China, Japan, South Korea, the U.K. and France.
"The rules of sport are not defined,” Ryan Morlan, adidas' vp-global brand communication, said a statement. “We believe in the power of writing your own rules, but it will take those who think differently and are confident enough to make it happen. It will take creators.”
The anchor spot finds many of the brand’s stars in a room talking about being creators. Played out to “Chainsmoking” by Jacob Banks, they take turns speaking.
“Calling all creators. Those with a need to make something new. Who are obsessed with progress. Creativity is everything in today’s game. It’s about making a statement.
"What we are all trying to do is leave our mark so that the game will never be the same. We are all creators. Related by a mindset. That’s our job: To continue to enlighten while we inspire. It’s all intertwined: Fashion inspires music, art, design, sports.”
The spot takes a lighter note when rapper and GOOD Music President Pusha T says to DeAndre Hopkins, “Come on, Hopkins. You know you listen to Pusha T before you hit the field. And Aaron Rodgers, maybe you should.”
Then, in a direct call to the viewers, they say, “Join us. Pull up a chair. Let’s change sports, lives. Let’s create.”
“Adidas is shaping the future of sport every day through our products, partnerships and innovations,” said Morlan. “And with this campaign, we've called on some of the most admired faces in sport culture to help us inspire others to find their Creator within, no matter what their field of play."
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