Sports Stars Make Their Own Waves in Adidas' Latest Creativity-Themed Ad
Athletes Sing and Dance to Kid Cudi's 'Surfin' in Energetic Film
Editor's Pick
Athletes call their own shots in Adidas' new "Create Positivity" campaign, featuring a a 75-second video of sports stars such as Dak Prescott of the Dallas Cowboys, Kris Bryant of the Chicago Cubs and Candace Parker of the L.A. Sparks, singing, rapping and chanting about being "too busy makin' my own waves," to Kid Cudi's track "Surfin."
Like the brand's previous creativity-focused ads, the high-energy film combines quick cut-scenes of the stars killing it on the courts and in stadiums with playful, social media-inspired shots. At the end of the film, "Here to create" flashes in text across the screen. Accompanying the hero film are a 30-second cut and six shorter digital ads focused on basketball, softball, baseball, street ball, football and futsal (a variation of football).
Adidas has leveraged the idea of creativity in sport in its recent campaigns and has been gaining ground recently against competitors like Nike. "We are the creator sports brand," said Ryan Morlan, VP-global brand communication at Adidas in a statement.
72andSunny Los Angeles was behind the campaign. The anthem spot, which follows earlier efforts "Unleash Your Creativity" and "Basketball Without Creativity," will air on ESPN during the Excellence in Sports Performance Yearly Awards.
Credits
- Date
- Jul 12, 2017
- Brand :
- Adidas
- Client :
- Adidas
- Global Vice President, Global Brand Communications :
- Ryan Morlan
- Senior Director, Global Brand Communications :
- Lia Stierwalt
- Director Creative Shoot&Production :
- Kristin Mellqvist
- Senior Manager Creative Shoot&Production :
- Meagen Moore
- Co-Chairperson :
- Glenn Cole
- Founder :
- Glenn Cole
- Executive Creative Director :
- Stuart Harkness
- Group Creative Director :
- Frank Hahn
- Creative Director :
- Josh Braithwaite
- Writer :
- Josh Braithwaite
- Creative Director :
- Ben Hodgin
- Designer :
- Ben Hodgin
- Writer :
- Tyree Harris
- Designer :
- Kwaku Beke
- Chief Production Officer :
- Tom Dunlap
- Executive Film Producer :
- Jim Haight
- Senior Producer :
- Lindsey Wood
- Junior Producer :
- Skyler Courter
- Managing Director :
- Nic Owen
- Group Brand Director :
- James Stephens
- Group Brand Director :
- Bassam Abdel-Rahman
- Brand Director :
- Audrey Huber
- Senior Brand Manager :
- Jessica Brewer
- Brand Coordinator :
- Brittany Allen
- Partnerships and Legal Director :
- Kallie Halbach
- Partnerships and Legal Manager :
- Amy Sharma
- Partnerships and Legal Coordinator :
- Tempest Johnson
- Director, Strategy :
- Heather Lewis
- Production Company :
- Imperial Woodpecker
- Director :
- Stuart McIntyre
- Executive Producer :
- Charlie Cocuzza
- Producer :
- Kristin Porter
- Director, Photography :
- Franz Lutstig
- Production Designer :
- Brian Branstetter
- Editorial :
- Cut + Run
- Editor :
- Sam Ostrove
- Social Content Editor :
- Sam Ostrove
- Social Content Editor :
- Tim Sekiguchi
- Assistant Editor :
- Tim Sekiguchi
- Producer :
- Jared Thomas
- Color :
- MPC
- Colorist :
- Ricky Gausis
- Executive Producer :
- Meghan Lang
- Producer :
- Jamie Loudon
- Finishing :
- MPC
- Lead Flame Artist :
- Jan Cilliers
- Executive Producer :
- Lexi Stearn
- Producer :
- Jamie Loudon
- Record/Mix :
- Lime
- Mixer :
- Rohan Young
- Assistant Mixer :
- Ben Tomastik
- Executive Producer :
- Susie Boyajan
- Sound Design :
- LSD Studio
- Sound Designer :
- Michael Anastasi
- Executive Producer :
- Susie Boyajan
- Agency :
- 72andSunny
- Director, Global Brand Communications :
- Kate Boltin
Need a credit fix? Contact the Creativity Editors
Related work

Adidas: Adidas shows the absurd lengths to which women must go to feel safe while running

Adidas: Adidas kicks off MLS season with fun OOH installations connected to jersey reveals

Adidas: Adidas salutes Patrick Mahomes—and the kids who, one day, might be like him
