Adidas China has launched its One in a Billion campaign as it continues its assault to be the number one sports brand in China.
The campaign aims to celebrate individuality and boost creativity in sport by encouraging Chinese athletes to go against the grain.
The ad depicts a group of men doing syncronised basketball drills, until one breaks the pattern by performing his own moves and inspiring others to do the same. This creativity then spreads to athletes all around the city.
The message is: “Among a billion in China, there is only one you. Your creativity is what sets you apart in sport and in life.”
The ad features champion freestyle swimmer Ning Zetao and volleyball star Hui Ruoqi, along with a cameo from David Beckham.
Adidas partnered with the Chinese sports stars because they are recognised for their individuality.
The One in a Billion campaign forms a key pillar in the brand’s ambition to be the number one sports brand in China by 2020.
The sports industry is one of the most dynamic sectors in China, with estimates predicting it will be worth RMB three trillion ($464 billion) by 2020.
One in a Billion is the first China campaign created by Adidas creative agency 72andSunny.