Adidas is wrapping up 2017 and extending its global “Here to Create” campaign with “Calling All Creators” as the bridge to 2018 in terms of talent and innovation. In a year-end global push that kicks off today, adidas “invites the world to create” with a star-studded line-up of athletes, celebrities, designers, musicians and technologies to show how its brand “stands up for the future of sports culture.”
The call to action: “Calling all Creators — Those with the need, to make something new. The game changers, the difference-makers, the boundary-breakers, the tomorrow-takers. Join us. Let’s change sport. Let’s change lives. Let’s create.”
This latest spot in the campaign literally brings together its powerhouse talent to the table, featuring its brand ambassadors including David Beckham, Karlie Kloss, Lionel Messi, Pharrell Williams, Derrick Rose and 20 other “Creators,” not in the YouTube sense but as adidas defines them:
“At the forefront of change… obsessed with progress… those who have a bias for action, who flip the script and break boundaries are the ones who influence how things are done on the field, track, court, stage or street. With a single unexpected act, Creators can inspire others to invent and shape the world around them.”
Digging in on its position as the Creator Sports Brand, adidas is redefining the athletic pursuit as a form of creative expression. For the latest chapter in its Here to Create campaign – “Calling All Creators” — adidas has crafted a multi-dimensional story spun from long and short-form content across social, TV and adidas.com.
The new spot features some of the world’s most influential athletes, designers, and musicians in sport culture seated at one table. United by a passion to create, these Creators call on athletes everywhere to defy conventions and join the adidas movement by using their imagination to make something new and shape sport culture.
Adidas calls itself “the original sports brand obsessed with helping athletes make a difference in their game, life and world.” So in addition to original thinkers and talents it’s literally bringing to the table, it’s also showcasing some of its recent boundary-breaking innovations at that table, including BOOST, the revolutionary cushioning technology that provides substantial and superior energy return; footwear created using Parley Ocean Plastic™, recycled plastic collected near coastal communities and on beaches; and Futurecraft 4D footwear, featuring first-of-its-kind midsoles crafted with light and oxygen using Digital Light Synthesis, a technology pioneered by Carbon.
“The rules of sport are not defined. 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,” stated Ryan Morlan, adidas’ VP of Global Brand Communication.
“Adidas is shaping the future of sport every day through our products, partnerships, and innovations, 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.”
While showcasing a number of the brand’s most innovative technologies and coveted footwear, this latest film also features diverse Creators of Sport Culture, representing the present and future of adidas, including:
• Lionel Messi – FIFA World Player of the Year, Five-time Ballon d’Or winner, Guinness World Record holder and Striker for FC Barcelona, and Captain of the Argentinian National Team
• Pharrell Williams – Pop/R&B musician, producer, and 10-time Grammy Winner
• James Harden – Five-time NBA All-Star, one-time Olympic Gold Medal winner, one-time FIBA championship winner and Guard for the Houston Rockets
• Paul Pogba – UEFA Europa Cup Champion, English League Cup Winner, Four-time Italian Champion, Two-Time Italian Cup Winner and top midfielder for Manchester United Football League
• Garbine Muguruza – Winner of five singles titles, including two Grand Slams at the 2016 French Open and 2017 Wimbledon Champion
• Alexander Wang – Iconic Fashion Designer, 2011 CFDA Award Winner and 2011 GQ Best Menswear Designer of the Year
• David Beckham – First English player to conquer 10 league championships in four different countries, UEFA Champions League Title holder, MVP winner and Football Legend
• Karlie Kloss – Supermodel, founder of Kode with Klossy and member of Forbes‘ 30 Under 30 Class of 2018
• Damian Lillard – 2012 NBA Rookie of the Year, two-time NBA All Star and 2017 Leading Scorer for the Portland Trail Blazers
• Von Miller – Five-time Pro Bowler, 2016 Super Bowl MVP and Linebacker for the Denver Broncos
• Kristaps Porzingis – 2016 NBA All-Rookie Team member and Center for the New York Knicks
• Aaron Rodgers – Six-time Pro Bowler, 2008 Super Bowl MVP, 2011 AP Athlete of the Year, 2011 and 2014 NFL MVP, and Quarterback for the Green Bay Packers
• Candace Parker – 2016 WNBA World Champion, WNBA Final MVP, and forward for the LA Sparks
• Carlos Correa – 2015 American League Rookie of the Year and Shortstop of the 2017 World Series Champion Houston Astros
• Pusha T – Three-time Grammy-nominated rap talent, veteran and GOOD Music President
• DeAndre Hopkins, 2013 First-round NFL Draft Pick, Pro Bowl wide receiver of the Houston Texans, and most receiving yards in a game by any NFL player this season
• Tracy McGrady – NBA Hall of Fame Member and seven-time NBA All Star
• Kris Bryant – 2015 National League Rookie of the Year, 2016 National League MVP, 2016 World Series Champion and Third baseman for the Chicago Cubs
• Lindsey Horan – National Women’s Soccer League champion, 2017 U.S. Soccer Female Player of the Year nominee and Midfielder for Portland Thorns FC
• Brandon Ingram – Second Pick in the NBA Draft, McDonald’s All-American and Forward for the Los Angeles Lakers
• Jeremy Lin – Winner of ESPY’s Best Breakthrough Athlete award and Guard for the Brooklyn Nets
• Chiney Ogwumike – WNBA Rookie of the Year, WNBA All-Star and Forward for the Connecticut Sun
• P.K. Subban – New to Team adidas, the Defenseman for the Nashville Predators won the James Norris Memorial Trophy
• Derrick Rose – NBA Rookie of the Year, NBA MVP, three-time NBA All-Star and guard for the Cleveland Cavaliers
• Paige Tapp – 2016 Senior CLASS Award winner in NCAA Division I women’s volleyball and member of Team United States National Volleyball Team.
The campaign, created in partnership with 72andSunny, debuted Wednesday on the adidas YouTube channel and will be supported in over 33 different countries including the US, Canada, China, Japan, South Korea, the UK and France.
adidas is relentless in its pursuit of being the world’s best sports brand. To join adidas in changing the world of sport, follow the conversation via #HereToCreate on @adidas Twitter, Instagram and Facebook channels.