Adidas says 'We'll compete again' in ode to shut-down sport

Spot by Iris points to hope for the future

Published On
Apr 29, 2020

Editor's Pick

Adidas offers sports fans some hope for the future in a poignant new campaign that reassures us "we'll compete again."

The spot, created by agency Iris using stock footage and existing campaign imagery, is narrated by New York rapper Princess Nokia. "We will run again...we will freeze in the stands again. And spring, and sweat and fly," she says as the scenes move from empty stadiums and locked playgrounds to memories of athletes competing. The spot takes in a whole range of sport, from basketball and rugby to yoga and surfing, and ends with the message that "when the time comes, we will be ready."

The ad is running across Adidas social channels and as part of the campaign, the brand has also created Instagram stickers, inviting people to post online about what activity or sport they’re looking forward to experiencing again.

The campaign comes as Adidas is being hit hard by the effects of the pandemic. It yesterday reported first quarter results that were worse than expected, revealing net profit down 97 percent with 70 percent of its stores closed worldwide. It said the outlook was so uncertain that it could not provide an earnings forecast for the full year. 


Apr 29, 2020
Client :
Agency :
Executive Creative Director :
Henry Scotland
Executive Creative Director :
Rachid Ahoiuyek
Creative Director :
Gabi Mostert
Planner :
Rory Natkiel
Managing Partner :
Nico Tuppen
Senior Account Director :
Simone Botherway
Account Manager :
Lottie Tonks
Agency Producer :
Annabel Singer
Agency Producer :
James Plaxton
Agency Producer :
Oliver Rushton
Production Company :
Iris POPs
Director :
Gabi Mostert
Editor :
Iain Finlay
Editor :
Andy Sowerby
Post Production :
Iris POPs
Audio Post Production :
George Castle
Audio Post Production :
Designer :
David Missen
Designer :
Jess Leonard
Social Manager :
Sophie Tyler
Talent Sourcing and Negotiation :
Gary Cohen
Talent Sourcing and Negotiation :
ATC Management
Composer :
Dave Connolly
Music Licensor :
Wake The Town

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