adidas – Create Positivity

Dans le monde moderne, certains athlètes ont réussi à se démarquer de la foule. En utilisant notamment leur imagination pour redéfinir leur sport. A travers une seule action créative, ils ont été en mesure d’inspirer d’autres athlètes et initier un movement qui a fini par changer le monde autour d’eux, que ce soit sur le terrain, sur le court, dans la rue ou partout ailleurs.

Ces athlètes sont appelés les « Créateurs » par adidas. C’est dans cette optique et en s’appuyant sur cette conviction qu’adidas pense que tous les athlètes sont ici pour créer, et la marque dévoile aujourd’hui sa nouvelle campagne, « Create Positivity », le dernier chapitre de sa campagne Sport17, comprenant un film « héros » de 75 secondes, et une série de 6 vignettes pour le digital, et une série d’activations « grassroots » dans 5 villes. 

Le film « Create Positivity » met la lumière sur la capacité qu’ont les athlètes à changer la donne dans leur sport en utilisant leur créativité de manière positive. Un seul acte ou une seule action créative a la capacité de rassembler leurs adversaires et d’unifier les athlètes contre une cause commune. Ce nouveau chapitre se base sur l’histoire racontée dans les épisodes précédents, « Unleash Your Creativity » et « Basketball Without Creativity ». 

« Nous sommes la marque de sport des créateurs » a déclaré Ryan Morlan, adidas Vice-President of Global Brand Communication. « Nous pensons que la créativité est vitale pour faire la différence dans le sport, dans la vie et dans le monde. Nous souhaitons modifier la conversation autour du sport aujourd’hui en inspirant et invitant les athlètes à ignorer les normes et utiliser leurs créativités pour initier un mouvement qui va façonner leurs propres réalités et quotidiens. »

A noter que cette campagne met en scène des créateurs du sport moderne, comme les athlètes professionnels que son Dak Prescott (Quarterback des Dallas Cowboys), De Andre Hopkins (wide receiver des Houston Texans), Kris Bryant (MLB, Chicago Cubs, baseball), Carlos Correa (MLB, Houston Astros, baseball), Candace Parker (basketball), Joel Embid (basketball) et Robbie Rogers (football, Los Angeles Galaxy).

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