Adidas continues to wholeheartedly embrace the theme of "sport needs creators" in a stirring spot depicting the rise of football star Paul Pogba, who (after much speculation that the brand itself even addressed in an ad) signed to Manchester United in August.
Created out of 72andSunny L.A. and directed by Imperial Woodpecker's Stacy Wall, the new ad shows how Pogba has been "the name on everybody's lips" even since childhood -- when he was tearing it up on the streets, trying to "score" with girls in the classroom or bedroom or dazzling on the pitch as he refined his skills in football -- and in life. The ad breaks just as Manchester faces off with Liverpool today.
The new film follows a fierce spot from last month which took a dig at the brand's biggest competitors. It continues the sports giant's athletics-meets-creativity positioning.
Pogba signed to adidas in March of this year in his first-ever sponsorship. "I chose adidas because we have shared passions and values. adidas has the same vibe as I do, on and off the pitch," he said in a statement. The idea of sport and creativity also jibed with him. "I love music, dance and fashion but my biggest passion is football and I needed a brand that would give me the space to express myself and explore new frontiers," he added. "In adidas I found a partner with the same goals as me."