Culture of Hoops

72andSunny to serve as creative leaders for adidas Sport

Courtesy of our friends at adidas:

adidas today announced a new partnership with a global creative agency to lead its sport campaigns.

72andSunny will serve as the lead global creative agency for adidas Sport responsible for brand-level global campaigns with a strategic focus on soccer, running, basketball and women’s.

The agency was named to Fast Company’s “Most Innovative Companies 2015” and is a two-time “Agency of the Year” winner for Advertising Age and Adweek. adidas will immediately begin working with 72andSunny across their Los Angeles and Amsterdam offices. Both creative centers will contribute to the overall long-term creative strategy and activation of adidas sport categories.

“Sport is the single most important asset for adidas, it defines our brand,” said Jocelyn Robiot, adidas Senior Vice President Brand Management. “Our communication strategy moving forward will be relentless and aggressive storytelling, so that we can take our expression of sport to the next level. To achieve these ambitions, we set out to work with the best. With their history of innovation and creating cutting-edge campaigns, 72andSunny is the perfect partner to help us demonstrate that adidas is the best sports brand in the world.”

“We’re thrilled to work with adidas not just because of their legacy, but because their goal is nothing less than reframing modern sports and brand marketing,” said Glenn Cole, Chief Creative Officer of 72andSunny. “They’re like-minded competitive partners and we’re excited about winning with them.”

Along with 72and Sunny, adidas will retain its long-term and highly valued partnership with Carat of Dentsu Aegis Network as its media agency of record worldwide, while Johannes Leonardo, New York City, will continue to serve as the lead creative agency for Originals.


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