Special to NYSportsJournalism.com
February 7, 2016: Adidas is going all-in for a new global campaign, putting together a roster of creative, successful, athletic and powerful women to support the brand's Sport 16 initiative.
A multi-platform effort under the umbrella theme, “I’m Here to Create,” will be a first-person narrative, with the initial group of women including tennis star Caroline Wozniacki, WNBA All-Star Candace Parker, model/entrepreneur Karlie Kloss, tennis star Ana Ivanović, soccer prodigy Morgan Brian, fitness guru and DJ Hannah Bronfman, street athlete Robin Arzon and fitness artist Nicole Winhoffer.
Through “I’m Here to Create,” adidas said it want to "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."
The effort is an extension of adidas’ three-year brand plan that launched in 2015.
“We remain relentless and loud in our pursuit of being the world’s best sports brand,” Lia Vakoutis, senior director-global communications for adidas, said in a statement. "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."
The campaign is anchored by spots featuring each participating athlete. The 15- and 30-second spots for each athlete will air globally in more than 50 countries during key moments, including UEFA Champions League, The Grammys, the BRIT Awards and the Oscars.
Support includes Internet and social media, including Twitter (#heretocreate), Instagram, Facebook and YouTube, where visitors view all films in the series. Lead agency is 72andSunny.
The spots with each athlete are shot almost as selfless, with the women sharing details about who they are and what they want to achieve.
“Who I am is not defined solely by what I achieve on the tennis court,” Wozniacki offers in her spot. “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.” (See the full spot here.)
Parker’s story centers on her redefinition of motherhood. Bronfman explores her continuous path of reinvention to create the unexpected. Arzon reveals how she has reinvented herself through sport after an almost near-death experience. Winhoffer re-shapes traditional workout routines to engage broader audiences in sports.
"We will continue to celebrate athletes and influencers who reshape traditional views of sport through creativity this year," said Vakoutis.
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