Adidas has partnered with ESPN to launch a new interactive ad campaign which will give sports fans the opportunity to have their skills showcased on ESPN’s Monday Night Football.
The ‘Create the New Speed’ ad campaign from Amsterdam-based creative agency 72andSunny is encouraging football fans to create their own videos of them emulating the athletes in the latest Adidas video ad and submit them through any of the Adidas social media channels using the hashtag #NewSpeed.
To promote the initiative Adidas has partnered with ESPN to showcase the videos every Monday night throughout October following the broadcast of the sport channel’s Sports Centre. The winning clips will then be included in a compilation of user-generated videos Adidas x SportsCenter Mix Tape: Volume II and shown on SportsCenter on 27 October following Monday Night Football.
Launching the campaign is the ‘Create the New Speed’ ad which features a host of Adidas sponsored athletes renowned for their speed showcasing their talents during training sessions. Philadelphia Eagles running back and NFL rushing leader Demarco Murray stars in the ad as does Seattle Seahawks tight end Jimmy Graham and Buffalo Bills wide receiver Sammy Watkins. It also starts Texas A&M head coach Kevin Sumlin, the University of Miami Hurricanes, high school football powerhouse Long Beach Poly and Snoop Dogg in a coaching role.
72andSunny, which also has offices in LA, is behind the campaign, following up on their previous work with Adidas including the ‘Create Your Own Game’ and ‘Unfollow’ ads which praise individuals who challenge the status quo in an attempt to promote the Adidas as a unique sports brand.
The ad can be viewed in full above.