The fifth installment of the Sport15 campaign, created in partnership with global creative agency 72andSunny, was released by Adidas this November. ‘Creators Never Follow,’ is a new film starring Houston Rockets superstar James Harden that builds on this year’s series of sport-focused content starring the brand’s most driven icons.
https://www.youtube.com/watch?v=PDEh-FrfSfA&feature=youtu.be
The film encourages all athletes to define their own path, encapsulating Adidas’ vision of, “inspiring creators to lead their own game and celebrate every moment in sport is an opportunity to redefine yourself.”
Sports are changing. Which is exactly why Adidas teamed up with Harden, whom the brand believes embodies the bold and brash new attitude of how sport can be played.
“I’m really excited about my first commercial campaign with Adidas and I love that this spot is true to who I am, my style of play, and represents how we’re going to disrupt the game, “ said NBA All-Star Harden. “My story is about being your own person — from how you dress to how you carry yourself. It’s simple; you’ve got to be true and genuine at all times. This campaign is all about that, and is just the beginning of what adidas and I will do.”
Photos and video courtesy Adidas
Harden was also recently signed as Sock and Underwear front man for Stance, as a member of their Punks and Poets athlete and celebrity ambassadors.
It would appear Harden has taken the most creative title throughout the sports, apparel and footwear industries because he has created a style all his own as one of the NBA’s most dangerous offensive weapons. His repertoire of deadly step-back jumpers, a staggering Eurostep and bullet pass assists give credit to Harden’s personal sense of style.
‘Creators Never Follow’ by Adidas celebrates Harden’s hunger to win, and confidence to express himself. The 60-second short also showcases individual expression, fan affinity and style.
“Sport today isn’t about standing by and watching other people’s greatness,” said Ryan Morlan, Adidas global VP of marketing. “It’s finding your own path and removing any obstacle in the way to reach it.”
Sport15 further establishes the brand’s leadership and passion for sport, motivating athletes to trust their gut, challenge the status quo and create their own definition of leading the game. It is the latest chapter that builds upon the recent launches of ‘Create Your Own Game,’ ‘Unfollow’ and ‘Create The New Speed,’ which starred soccer stars Lionel Messi, Gareth Bale, Thomas Müller, Mesut Özil and NFL big-names DeMarco Murray, Jimmy Graham and Sammy Watkins.
