adidas has premiered the new I’m Here to Create (IHC) film series, which kicks off the Sport16 initiative emphasizing the brand’s leadership and passion for sports. It features 15 and 30-second spots for each athlete that debuted online and will air globally in more than 50 countries during key moments including UEFA Champions League, the Grammys, Brit Awards, Oscars among others.
The IHC film series, created in partnership with 72andSunny, brings to life real stories of female athletes who show the world the ways in which they embrace creativity to tackle challenges, defy conventions, express themselves, fuel experimentation, and celebrate the lives of those who have inspired them.
“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, head of adidas women’s. “This year, 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.”
“We remain relentless and loud in our pursuit of being the world’s best sports brand,” said adidas global communications senior director Lia Vakoutis. [Year] 2015 was about challenging athletes to create their own game while 2016 focuses on owning creativity in sports.
IHC film series builds on adidas’ momentum across sport and style. adidas launched the world’s first high performance laceless soccer cleat, the ACE16+ Purecontrol. It has unveiled the Pure BOOST X, a running shoe built specifically for women featuring a-first-of-its-kind-floating arch. Fans will see the best of adidas on the world’s biggest stages, including Super Bowl 50, UEFA Champions League, New York Fashion Week, NBA All-Star Weekend, The GRAMMYs, and the NFL Combine.
adidas is a global designer and developer of athletic and lifestyle footwear, apparel, and accessories with the mission to be the best sports brand in the world. As an innovation and design leader, adidas engineers the best in high-performance products to make athletes better, faster and stronger, and creates a range of classic and fresh lifestyle and high-fashion lines.