adidas brought together it’s biggest endorsers for its newest ad campaign “Calling All Creators”. The star-studded spot joins athletes and creatives at a roundtable where they all discuss their personal drive to be individuals and creators in their respective fields. The very impressive clip features a very diverse collective including Von Miller, James Harde, Lionel Messi, Pharrell, Alexander Wang, Pusha T, Kristaps Porzingis, Karlie Kloss, in addition to several adidas sneakers. You’ll probably have to rewind and pause the clip several times to catch all the special appearances. Spoiler alert: Kanye West, the man credited for adidas’ resurgence, is not in there.
“Calling All Creators” is a strong representation of how the 3 Stripes is positioning its brand in a bloodthirsty sneaker market, electing to focus on individuality and creativity while fierce rival Nike chooses to narrow in on performance. It seems like this differentiation is working. adidas has doubled its market share over the last year to almost 12%, jumping over Brand Jordan (which is a sub-brand of Nike) to become the number 2 sports brand in the world behind The Swoosh. A lot of this growth can be attributed to the company’s popularity beyond the court and playing field and into pop culture. Sneaker models like the NMDs, Ultraboost, Yeezys, and Stan Smiths are can be seen on streets everywhere. Not everyone who rock sneakers aspire to be an athlete, so by enlisting designers and music artists as spokespeople, adidas is able to appeal to this crowd.
Check out “Calling All Creators” below.