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.