adidas shows that creativity is what defines athletes in new global campaign
adidas has premiered a new series of films kicking
off the brand’s Sport16 initiative, underlining adidas’ leadership and passion
for sports.
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 KarlieKloss,
tennis star Ana Ivanović, soccer prodigy Morgan Brian, DJ Hannah Bronfman,
street athlete Robin Arzon and fitness artist Nicole Winhoffer, among others.
“Who I am is not defined solely by what I achieve
on the tennis court,” said Wozniacki. “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 mindset.”
The “I’m Here to Create” film 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.
Wozniacki’s film highlights how her unconventional
forms of training fuel her game on the court while Parker’s story centers on
her redefinition of motherhood. Bronfman explores her continuous path of
reinvention to create the unexpected,Arzon has reinvented herself through sport
after an almost near- death experience and 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 life who have inspired them to push beyond the norm.
“We remain relentless and loud in our pursuit of
being the world’s best sports brand,” said LiaVakoutis, adidas’ Senior Director
of Global Communications. 2015 was about challenging athletes to create their
own game while 2016 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.”
The new film series is an extension of adidas’
three year brand plan that kicked off in 2015. “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 moments 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,” said Nicole Vollebregt, adidas’
Head of Women’s. “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.”
The “I’m Here to Create” film series builds on
adidas’ momentum across sport and style. Starting the new year, adidas launched
the world's first high performance laceless soccer cleat, the ACE16+
Purecontrol and last week, the brand unveiled the Pure BOOST X running shoe,
built specifically for women and featuring a first of its kind floating arch.
Over the next month, fans will see the best of adidas on the world’s biggest
stages, including Super Bowl 50, UEFA Champions League, New York Fashion Week,
NBA All-Star Weekend, The GRAMMYs and the NFL Combine.
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,
www.adidas.com/heretocreate.
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