Using the world’s greatest moment in sport as the backdrop, Adidas has re-engineered the traditional campaign model through personal storytelling, bringing together 56 of the world’s most influential creators across sports culture, including Leo Messi, Caroline Wozniacki, Karlie Kloss
and Pharrell Williams.


Adidas believes in the power of an athlete’s imagination and using creativity to make a difference in their game, life and world. In the campaign titled Creativity is The Answer, Adidas aims to inspire creators across sports culture to be courageous, unexpected and to shape their own reality.
 

“We have re-engineered the traditional advertising campaign – the way only the Creator Sports Brand can – by creating endless inspiration through unique and personal content. We are co-creating our story of sport and creativity with our consumers by reacting and responding to their preferences, attitudes, passions and geographies. Athletes in New York will get a different experience from those in London," says Ryan Morlan, VP Brand Communications at Adidas.  

Adidas has developed its most personal brand experience across mobile, social, digital and broadcast in New York, London, Shanghai Tokyo, Paris, and Los Angeles. Within each of these key cities for Adidas, athletes will see different and custom content featuring creators that are shaping sports culture in their city.

The story extends through the 56 unique creator voices on their personal social channels with a range of tailored content – demonstrating how creativity is the difference maker in each of their own game.

Viewers are escorted through the backstage for a show like no other. Creators from across sports culture appear gearing up for their unique feats of creativity. José Mourinho directs the backstage, ushering Luis Suarez, Von Miller, Gabriel Jesus, Karlie Kloss and more to the stage. As the show begins, the master of ceremony A$AP Ferg delivers the words that lead viewers through a showcase of creativity.

Football icon Paul Pogba is surrounded by athletes who are inspired by his every move and put their own spin on things, spreading a wave of creativity and unveiling the Predator Tango 18+ Street. From there, you see two Adidas Tango squads playing five-a-side, where Caitlyn Schrepfer, renowned freestyle footballer, uses her creativity to go from the streets to stardom alongside Mo Salah and Deli Ali.

“On the pitch, a moment of creativity can transform a game – you have to see the things that others can’t see and take chances others won’t. Creativity sets players apart,” said Leo Messi.

Next up, Javier Hernandez, Muset Ozil and Lindsey Horan show how sport unites people from all backgrounds, beliefs or gender. In the last act, we see legend Leo Messi inspiring viewers to throw out the script and make their own rules. The film closes with Pharrell passing the mic to the viewer, a call to all to create the answer.


To join Adidas in changing the world of sport, follow the conversation via #HereToCreate on @adidasza Twitter, Instagram and Facebook channels.