72andSunny’s first work for Adidas aims to inspire athletes of all levels to go for what they want by forging their own paths instead of simply following in the footsteps of their heroes.
Some of soccer’s most iconic stars, including Leo Messi, Gareth Bale, Thomas Müller, James Rodríguez, and Mesut Özil, are featured in the spot.
The video prompts viewers to rethink what it truly means to be great – instead of emulating the pro athletes that young people look up to, the aspiring soccer player in the ad wants to go out and create something new.
“These are not just my heroes anymore. They’re my competition,” he says.
Earlier this year, Adidas named 72andSunny as its lead creative agency for its ‘sport performance’ category.
Johannes Leonardo handles creative for the brand’s ‘originals’ category, and recently launched the latest installment of its ‘Superstar’ campaign featuring Pharrell.