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adidas Changes the Conversation in Sport through Creativity While Others Prepare For Back To School

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Robbie Rogers, an international professional soccer player who made history as the first openly gay professional soccer athlete to compete in Major League Soccer for the LA Galaxy is featured in the Create Positivity campaign for adidas.

Source: adidas NEWS STREAM : adidas Celebrates Athletes Who Choose to Change the Conversation in Sport through Creativity

This time of the year is when analyst begin discussing whether sports brands will perform well for back to school. The business side of sportswear takes on a more important aspect as the end of Q2 is leading into Q3 and brands are trying to make sure any gains or shortcomings they have are going to be fixed or improved upon.

I’ve been making the statement that adidas has taken the time to understand the market and this is why I was wrong about the brand sustaining momentum in a tricky fashion world. As both Under Armour and New Balance are introducing looks in preparation for back to school, and Nike is celebrating its athletes accomplishments and continuing to launch items for consumption, adidas is introducing compelling campaigns that will touch the people that matter most to their growth.

The most important thing is this campaign will also enable adidas to sell items as adidas has taken their athletes off of the pedestal and placed them in less polished layouts. They are utilizing a mantra of Create Positivity to launch a film that supports its athletes at the ESPYs and this mantra will be driven home during grassroots sporting events for young athletes.

The campaign is an addition to a previous campaign and establishes a unifying theme. “The “Create Positivity” films shine a spotlight on how athletes change the conversation in their sport by using their creativity to bring about positivity. A single act of creativity can bring rival teams together and unify athletes against a cause. The newest chapter builds upon the narrative of recent launches, Unleash Your Creativity and Basketball Without Creativity.”

adidas right now is on the cutting edge of connecting promo and product and this has given them the legs needed to deal with a slow retail environment. Use the source link to read more. Here is a list of those in the film being launched during the ESPYs and grassroots events:

A diverse roster of celebrated athletes is featured in the film reinforcing the power of positivity. Those athletes include 2016 Offensive Rookie of the Year, quarterback Dak Prescott of the Dallas Cowboys, 2016 National League MVP, third baseman Kris Bryant of the World Series Champion Chicago Cubs, 2016 WNBA World Champion and WNBA Final MVP, forward Candace Parker of the LA Sparks, 2015 Major League Baseball (MLB) American League Rookie of the Year, shortstop Carlos Correa of the Houston Astros, Pro Bowl wide receiver DeAndre Hopkins of the Houston Texans, NBA All-Rookie First Team center Joel Embiid of the Philadelphia 76ers and Robbie Rogers, an international professional soccer player who made history as the first openly gay professional soccer athlete to compete in Major League Soccer for the LA Galaxy. Making a cameo appearance in an additional digital campaign film is Bill Self, head basketball coach of the University of Kansas. 

This video below… this is why adidas is winning.