ADIDAS: FREE TO CREATE
UNLOCKING UNLIMITED POTENTIAL FOR ADIDAS BASKETBALL
A new category message and visual system grounded in honest insights that celebrates individuality, inclusion and limitless potential, on and off the court. This new positioning was solidified through a phased digital and broadcast campaign launch, with athlete insight driven storytelling and visuals that get on a face-to-face level with the consumer.
DEVELOPING & LAUNCHING A NEW NARRATIVE
FREE TO CREATE is a mindstate that shapes your world on and off the court. The moment when your individual creativity allows you to perform on instinct.
Through a rollout of stills, video and comms strategy we worked to represent adidas Basketball’s perspective on the game and the culture. The sport isn’t just played in the biggest arenas, or by the top athletes - it’s played by anyone with a ball and a hoop.
With that said, what does free to create look like? It’s the family in Nebraska playing on the side of their barn, kids in China playing via a FPV drone, a father teaching his daughter in Oakland, all demonstrating what “Free to Create” looks like in our world today.
FREE TO CREATE: HARDEN VOLUME 4
James Harden’s Free to Create brand film highlights his journey of self-discovery and limitless potential while inspiring our limitless creators to search for their own creative freedom.
FREE TO CREATE: THE ADIDAS BASKETBALL FAMILY
The Free to Create mantra was further contextualized by the adidas Basketball roster, with each film further exploring the psyche of the limitless creator.
CREATIVE STRATEGY / CONCEPTING / CREATIVE DIRECTION / FILM PRODUCTION