The Drum Awards for Marketing Entry Deadline

-d -h -min -sec

Advertising Adidas Sport

Adidas campaign encourages athletes to create their own destiny; throws a dig at Under Armour


By Haley Velasco | Freelance journalist

September 15, 2016 | 3 min read

With famous faces like the Cubs’ Kris Bryant and the Packers’ Aaron Rodgers, Adidas is raising the game in their latest advertisement called “Sports Needs Creators.”

Adidas campaign encourages athletes to create their own destiny.

Adidas campaign encourages athletes to create their own destiny.

Debuting during last weekend’s NFL season opener, the punchy spot from Adidas called out Under Armour’s 2015 “Rule Yourself” campaign which featured endless clones of U.’s stars Jordan Spieth, Tom Brady, Steph Curry and Misty Copeland. In Adidas’ version, the voice over starts off by throwing shade at "cookie-cutter, copy-and-paste blah," as rows of athletes run field drills similar to those in the Under Armour ones.

"Every snap of the ball, every swing of the bat, every shot on goal, every dribble down the court is a chance to create," said Adidas' VP of Brand Communications Ryan Morlan in a statement. "We want the world to know that sport needs creators. Sport needs athletes who don't just work hard, but athletes who use their imagination and creativity to take their game to the next level. Our latest brand statement (Sport Needs Creators) is a call to athletes everywhere who think and act beyond the norm of sport today."

In a ode to Chicago legend, Bryant is featured with a billy goat as a playful note to the Cubs’ curse, add in Rodgers, and a host of other athletes including NFL linebacker Von Miller of the Denver Broncos; soccer star Paul Pogba of Manchester United; WNBA rookie Moriah Jefferson of the San Antonio Stars; NBA star James Harden of the Houston Rockets; and NBA rookies Jaylen Brown of the Boston Celtics; Brandon Ingram of the LA Lakers; and Jamal Murray of the Denver Nuggets, and you have Adidas’ all-star campaign.

Advertising Adidas Sport

More from Advertising

View all


Industry insights

View all
Add your own content +