Adidas has launched a new campaign featuring a series of films, kicking off the brand’s Sport16 initiative and focusing on Adidas’ leadership and passion for sports. Perfectly labeled, “I’m Here to Create,” the films focus on empowering athletes across the globe, declaring how they bring creativity to sport and to celebrate those in their life who have inspired them to push beyond the norm.
“I’m Here to Create,” is told through a female athlete’s lens and stars famous athletes from the likes of tennis icon Caroline Wozniacki, WNBA All-Star Candace Parker, tennis star Ana Ivanović, soccer prodigy Morgan Brian, street athlete Robin Arzon, fitness artist Nicole Winhoffer, to supermodel and entrepreneur Karlie Kloss and DJ Hannah Bronfman, among others.
“Who I am is not defined solely by what I achieve on the tennis court,” said Wozniacki. “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 mind-set.”
Created in partnership with 72andSunny, “I’m Here to Create” brings to life authentic stories of real female athletes, showing the world the numerous ways in which they embrace creativity to tackle challenges and express themselves. The 15 to 30 second clips are as authentic and as real as they can get, showcasing Wozniacki’s alternative ways to train away from the tennis court, Parker’s ‘beast mom’ mode and to Winhoffer’s fitness ingenuity.
“We are obsessed with the versatile female athlete – women who love sports, make decisions every day to live an active life and are helping to change sports around the world,” said Nicole Vollebregt, adidas’ Head of Women’s. “In 2016, we will consistently roll out women-focused activations, partnerships, products and events that will allow us to further connect with this athlete on a personal level.”
The “I’m Here to Create” film series builds on adidas’ momentum across sport and style. Starting the new year, adidas launched the world’s first high performance laceless soccer cleat, the ACE16+ Purecontrol and last week, the brand unveiled the Pure BOOST X running shoe, built specifically for women and featuring a first of its kind floating arch. Over the next month, fans will see the best of adidas on the world’s biggest stages such as Sunday’s Super Bowl 50 and including UEFA Champions League, New York Fashion Week, NBA All-Star Weekend, The GRAMMYs and the NFL Combine.
Athletes can join the “I’m Here to Create” conversation via #heretocreate on @adidasUK Twitter, Instagram and Facebook channels and view all films in the series via www.youtube.com/adidas, www.adidas.com/heretocreate.