ADIDAS HAS PREMIERED a new series of films kicking off the brand’s Sport16 initiative, “underlining adidas’ leadership and passion for sports,” the brand said in a recent press release.
The first chapter of films, “I’m Here to Create,” is told through a female athlete’s lens and stars global tennis icon Caroline Wozniacki, WNBA All-Star Candace Parker, supermodel/entrepreneur Karlie Kloss, tennis star Ana Ivanović, soccer prodigy Morgan Brian, DJ Hannah Bronfman, street athlete Robin Arzon, and trainer/choreographer Nicole Winhoffer, among others.
“Who I am is not defined solely by what I achieve on the tennis court,” Ms. Wozniacki was quoted saying. “My passions and creativity off the court inspire me to be a better athlete, and this film series brings together everything that makes me uniquely me. It is exciting and inspiring to be part of a larger group of women who share this same creative mind-set.”
adidas said the “I’m Here to Create” series, created in partnership with 72andSunny, brings to life authentic stories of real female athletes, who show the world the numerous ways in which they embrace creativity to tackle challenges, defy conventions, express themselves and fuel experimentation all in the name of sport.
Ms. Wozniacki’s film highlights how her unconventional forms of training fuel her game on the court, while Ms. Parker’s story centers on her redefinition of motherhood. Ms. Bronfman explores her “continuous path of reinvention to create the unexpected”, Ms. Arzon has reinvented herself through sport after a near-death experience, and Ms. Winhoffer “re-shapes traditional workout routines to engage broader audiences in sports.”
“Through ‘I’m Here to Create,’ adidas will empower athletes across the world to declare how they bring creativity to sport and to celebrate those in their [lives] who have inspired them to push beyond the norm,” the press release read.
“We remain relentless and loud in our pursuit of being the world’s best sports brand,” Lia Vakoutis, adidas senior director of global communications, was quoted saying.
Last year’s campaign was about “challenging athletes to create their own game” while 2016’s “focuses on owning creativity in sports.”
“The ‘I’m Here to Create’ films engage athletes’ imaginations to use creativity to push their own athletic and personal boundaries. We will continue to celebrate athletes and influencers who reshape traditional views of sport through creativity this year,” Ms. Vakoutis was quoted saying.
“I’m Here to Create” features 15- and 30-second spots for each athlete that debuted online today and will air globally in more than 50 countries during key events, including UEFA Champions League, The Grammys, the BRIT Awards and the Oscars, among others.
“We are obsessed with the versatile female athlete — women who love sports, make decisions every day to live an active life and are helping to change sports around the world,” Nicole Vollebregt, adidas’ head of women’s segment, was quoted saying.
“This year, we will consistently roll out women-focused activations, partnerships, products, and events that will allow us to further connect with this athlete on a personal level.”
Starting the new year, adidas launched the world’s first high-performance laceless soccer cleat, the ACE16+ Purecontrol. Last week, the brand unveiled the Pure BOOST X running shoe, built specifically for women and featuring a first-of-its-kind floating arch.
adidas said athletes can join the “I’m Here to Create” conversation via #heretocreate on @adidas Twitter, Instagram, and Facebook channels, and view all films in the series via www.youtube.com/adidas and www.adidas.com/heretocreate.