Adidas Taps Squad of Female Athletes for Global Campaign

Created by 72andSunny, Series Continues Trend of Female-Centric Marketing From Sports Brands

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Adidas has created another campaign about creating. The sportswear brand unveiled a new series of films, called "I'm Here to Create" that features female athletes. The global campaign is part of the Sport16 initiative, and follows "Create Your Own," a series last summer that urged athletes to choose their own paths.

The new commercials will air globally with 15-and 30-second spots in over 50 countries, during popular events such as the Grammys and the Oscars. Each spot features a different female sports icon, like tennis star Caroline Wozniacki, WNBA All-Star Candace Parker, celebrity trainer Nicole Winhoffer, DJ Hannah Bronfman, ultra athlete Robin Arzon and supermodel Karlie Kloss, discussing her creative moments while engaging in various activities such as surfing, boxing, mothering or even meditating while perched in the middle of city traffic on a median. The first TV spot will debut this weekend.

"We really looked at this year as a moment in time to say we want to celebrate athletes who are reshaping the traditional views of sports through creativity," said Lia Vakoutis, Adidas' senior director of global communications. "We have this incredible squad of women with a really diverse group of storylines that are relatable to all athletes."

Adidas worked with 72andSunny on the new campaign. The Los Angeles-based agency won the Adidas global account last March; its "Create Your Own" initiative was the first creative work for the athletic brand, which had previously worked with 180 L.A.

"Sports and sports marketing have long celebrated effort and potential. But there is a third, less talked about element that makes great athletes -- creativity," said Jason Norcross, partner, and executive creative director at 72andSunny. "We think the idea of using creativity to reimagine and reshape yourself however you want will really resonate with women because when you look around the world, that's what so many women in sport are already doing."

Of course, Adidas isn't the first sports brand to recognize the value of including women in its marketing. Both Nike and Under Armour have recently touted campaigns with familiar female faces such as Carli Lloyd and Gisele Bundchen as part of an effort to bolster sales in the women's category. Indeed, earlier this year, Adidas introduced a new running sneaker, the Pure Boost X, that is just for women.

"We are obsessed with the versatile female athlete," said Nicole Vollebregt, head of women's at Adidas, in a statement. "In 2016, we will consistently roll out women-focused activations, partnerships, products and events that will allow us to further connect with this athlete on a personal level."

Read more about the Adidas women's campaign on Adage.com.

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About

Credits
Date
Feb 04, 2016
Agency:
72andSunny
Client:
Adidas
Global VP, Global Communications:
Ryan Morlan
Senior Director, Global Brand Communications:
Lia Stierwalt
Director, Creative Shoot and Production:
Kristin Mellqvist
Chief Creative Officer:
Glenn Cole
Group Creative Director:
Jason Norcross
Creative Director/Copywriter:
Josh Fell
Creative Director/Designer:
Chris Hutchison
Senior Copywriter:
Josh Braithwaite
Senior Designer:
Ben Hodgin
Writer:
Ray Smiling
Writer:
Tyree Harris
Designer:
Gerardo Ortiz
Designer:
Kwaku Beke
Jr. Writer:
Taylor Black
Jr. Designer:
Clare Jensen
Group Strategy Director:
Matt Johnson
Strategy Director:
Heather Lewis
Sr. Strategist:
Marc Pardy
Jr. Strategist:
Bogart Avila
Group Brand Director:
James Stephens
Brand Director:
Audrey Huber
Brand Manager:
Scott Swindler
Brand Coordinator:
Megan Russell
Executive Film Producer:
Jim Haight
Sr. Film Producer:
Liliana Vega
Jr. Film Producer:
Danny Nouri
Film Production Coordinator:
Erika Ruiz
Business Affairs Director:
Christina Rust
Senior Business Affairs Manager:
Andres Recalde
Business Affairs Manager:
Maggie Pijanowski
Business Affairs Coordinator:
Tempest Johnson
Director:
Tucker Walsh
Production Company:
m ss ng p eces
Executive Producer:
Brian Latt
Line Producer:
Myna Joseph
Editorial Facility:
HECHO EN 72
Editorial Producer:
Jerry Sukys
Editorial Producer:
Ryan Curtis
Editor:
Nick Gartner
Editor:
Timothy Hyten
Editor:
Stevo Chang
Editor:
Grant Lewis
Editor:
Craig Quinlan
Editor:
Chris Hall
Editor:
Hal Honigsberg
Editor:
Oliver Best
Editorial Facility:
Whitehouse Post
Editor:
Corky Default
Editor:
Josh Bodnar
Editor:
Brandon Porter
Assistant Editor:
Tim Sekiguchi
Assistant Editor:
Jeremy Eichenbaum
Assistant Editor:
Carlos Crooks
Assistant Editor:
Craig Quinlan
Assistant Editor:
David MacDonald
Assistant Editor:
Ted Stanley
Assistant Editor:
Ethan Wells
Motion Graphics Company:
HECHO EN 72
Lead Producer:
David Won
Producer:
Sheima Hassanlou
Production Coordinator:
Caroline Anguiano
VFX Company:
The Mission
VFX Producer:
Diana Cheng
Managing Director:
Michael Pardee
Executive Producer:
Ellen Turner
Lead Flame:
Joey Brattesani
Flame Artist:
Patrick Ferguson
Flame Artist:
Michael Vaglienty
Flame Artist:
Trent Shumway
Flame Artist:
Colleen Smith
Flame Artist:
Dave Sarbell
Flame Artist:
Andy Mac
Mix Company:
Formosa Group
Mixer:
John Bolen
Assistant Mixer:
Jeff King
Executive Producer:
Lauren Cascio
Original Music & Sound Design:
Human
Creative Director:
Craig Deleon
Creative Director:
Gareth Williams
Executive Producer:
Jonathan Sanford
Sound Designer:
Gareth Williams

See more credits

Category
Industry
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