Some athletes stand out from the crowd. They use their own imagination to redefine their sport. With a single act of creativity, they can inspire others, spark a movement and change the world around them – on the field, pitch, court, track, street or anywhere they are in life. These are the Creators.
In that vein and building on the belief that all athletes are Here to Create, adidas has unveiled its new multi-dimensional campaign – “Create Positivity” – the latest chapter of the adidas Sport17 brand campaign comprising of a :75-second hero film, a series of six digital film vignettes, as well as on-the-ground grassroots activations in five cities.
The “Create Positivity” films shine a spotlight on how athletes change the conversation in their sport by using their creativity to bring about positivity. A single act of creativity can bring rival teams together and unify athletes against a cause. The newest chapter builds upon the narrative of recent launches, Unleash Your Creativity and Basketball Without Creativity.
“We are the creator sports brand,” said Ryan Morlan, adidas’ VP of Global Brand Communication. “We believe that creativity is how you make a difference in your game, life and world. We want to change the conversation of sport today by inspiring athletes to ignore the norm and use their creativity to spark a movement and shape their own realities.”