Adidas encourages 'creators' with new campaign

After just launching Y-3 this month, Adidas seems to be making active movements towards expanding its brand message and exposure. Most recently, the shoewear brand has tapped iconic athletes to help its latest campaign, "Calling All Creators."

Adidas announced this week that it would be launching this campaign as a multi-dimensional story including influential athletes, designers, and musicians. With a sports focus, Adidas plans to highlight all creatives and innovators through this new project. "The rules of sport are not defined. We believe in the power of writing your own rules, but it will take those who think differently and are confident enough to make it happen. It will take Creators," Ryan Morlan, adidas' VP of Global Brand Communication, said in a statement. "Adidas is shaping the future of sport every day through our products, partnerships, and innovations, and with this campaign, we've called on some of the most admired faces in sport culture to help us inspire others to find their Creator within, no matter what their field of play."

Some of the innovations that will be featured including Boost, the brand's revolutionary cushioning technology to provide substantial energy for its customers; Footwear using Parley Ocean Plastic, a recycled form of plastic found from beaches; and Futurecraft 4D footwear with midsoles created with light and oxygen using Digital Light Synthesis. These newfound ways to recreate style as well as functionally with shoes is one way Adidas is creating traction as a brand. The sports shoe label even reached out to potential customers on Twitter to engage them in "creating" with them.

Join us, Reggie. It’s time to create.

— adidas (@adidas) December 20, 2017

Pull up a chair and join us.

— adidas (@adidas) December 24, 2017

Adidas' latest film also featured diverse creators of Sports Culture including Pharrell Williams, Alexander Wang, Brandon Ingram, Pusha T, Damian Lillard, Aaron Rodgers, and many more to help facilitate this new idea. It'll be interesting to see how this campaign fares for the brand in 2018.

Source: Adidas / Twitter