Late January 2020 saw Adidas Originals celebrate its Superstar trainer with a campaign called ‘Change Is A Team Sport’ which seeks to shine a light across the landscape of creative expression and champion the coming together of different creator generations.
The campaign launched with a cryptic Instagram post from Jonah Hill announcing his partnership with the brand.
The campaign, which was developed in harness with agency Johannes Leonardo, the hero spot was directed by and starred Hill and featuring a cast of Adidas ambassador creators.
The spot gathers a group of game-changers from across the worlds of music, fashion, art and sport who all celebrate 50 years of the ‘iconic’ sneaker with today’s contemporary culture makers.
Featuring famous faces from Paul Pogba and Pharrell Williams alongside the brand’s newest endorser signing Jenn Soto – the US skateboarder and Olympic Games Tokyo 2020 hopeful.
The film debuted during the Grammy awards telecast and it follows skater Soto as she makes her way through a facility where creators from different crafts and generations come together to work for change.
Those fronting the ad, all are dressed in black adidas tracksuits and all sporting the Superstar trainer and welcoming Soto, include Ninja, Kerwin Frost, Blackpink, Pharrell Williams, Yara Shahidi, Anitta, Jenn Soto, Mariah Duran, Mark Gonzales, Blondey, Tyshawn Jones, Liz Cambage, Pogba, Nigo, Jackson Wang, Chris Severn, Mette Towley, Tracy McGrady, Anna Isoniemi, and Jonah Hill.
The ad claims that “50 years of fame gave the Superstar its name. Passed down from MVPs to MCs, the shell-toe earned its spot in history. Today, the icon stands for all who aren’t afraid to stand up for something. Those who know change can’t happen alone and believe it takes a team to make a difference in the world” and carries the #ChangeIsATeamSport and drives viewers online to www.adidas.com/ChangeIsaTeamSport
Torben Schumacher, General Manager adidas Originals & Style Global Brand said: “Change Is a Team Sport celebrates the idea that when creators join together, we can drive and inspire change. Much like the way the adidas Superstar has been the shoe for game- changing creators and teams for 50 years and counting, we’ve looked to our adidas family to inspire the next generation and create a new legacy for one of the most iconic shoes of all time.”
“There’s no knowledge without the older generation who did it first. And there’s no change or progression without the new generation,” said Hill discussing the directing process.
“So if those two generations come together, I feel like that creates the atomic charge for great art and great creativity.”
Comment:
A celebration of collective contemporary creativity which seeks to underscore the idea that it is teamwork that drives meaningful change.
It’s a stylish spot, but a fair few of these stars aren’t exactly famous amongst fans for their team ethic.
Just saying!
Links:
Adidas Originals
https://www.adidas.co.uk/originals
https://www.youtube.com/user/adidasoriginals
https://soundcloud.com/adidasoriginals
Johannes Leonardo
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