The launch of adidas’ latest TV brand campaign, ‘Sport Needs Creators’, coincides with the start of the new NFL season – leveraging the undisputed behemoth of US sport.
Teased on the sportswear giant’s social platforms from 6 September, the hero commercial’s on-air debut is on during NBC’s 8 September NFL opener between last year’s Super Bowl contenders Carolina Panthers and Denver Broncos.
The spot showcases an impressive roster of #teamadidas athletes and asserts that hard work and dedication alone are not enough challenging the status quo and that the real objective is to focus on individuality creativity and bringing something new and different to the game.
It aims to act as a rallying cry for all athletes (both amateurs and pros) to embrace creativity in their chosen sport.
This flagship film features an array of Adidas ambassador athletes; led by NFL stars like Super Bowl 50 MVP Von Miller (Denver Broncos), two-time NFL MVP Aaron Rodgers (Green Bay Packers), plus sports endorsers such as 2015 MLB National League Rookie of the Year Kris Bryant (Chicago Cubs), 2015 FIFA FIFPro World XI Award winner Paul Pogba (Manchester United), four-time NBA All-Star James Harden (Houston Rockets), rookie guard Moriah Jefferson (San Antonio Stars) and top NBA draft pick Brandon Ingram (Los Angeles Lakers), plus Jaylen Brown (Boston Celtics) and Jamal Murray (Denver Nuggets).
The wider campaign, tied together via the #heretocreate hashtag, spans web work, YouTube, Twitter and Instagram and urges viewers and amateur athletes to ‘experiment with your creativity to create…’ and drives them online to the initiatives web hub at http://www.adidas.com/go/heretocreate…
‘Every snap of the ball, every swing of the bat, every shot on goal, every dribble down the court is a chance to create,’ outlines adidas VP brand communications Ryan Morlan.
‘We want the world to know that sport needs creators. Sport needs athletes who don’t just work hard, but athletes who use their imagination and creativity to take their game to the next level. Our latest brand statement (Sport Needs Creators) is a call to athletes everywhere who think and act beyond the norm of sport today.’
Comment
Sport Needs Creators is the latest chapter of adidas’ ‘Sport 16’ campaign – which builds on the brand belief that all athletes are ‘here to create’’.
This new spot, leveraging the feverish excitement around the start of the 2016/17 NFL season, actually continues the existing celebrating creators’ brand narrative that opened with the July launch of the Damian Lillard led and China-set ‘Creating Clutch’,
and the ‘South Florida/Much City’ themed, July ‘Creating New Speed’ spot,
Links
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Adidas Twitter:
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Adidas Facebook:
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Adidas Instagram:
http://www.instagram.com/adidas
Adidas Web:
