Cannes Lions

Calling All Creators

72ANDSUNNY, Los Angeles / ADIDAS / 2018

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Everyone in sport is using the same playbook, selling athletes on the same two ideas—success comes from hard work and potential. Everyone but adidas.

adidas believes creativity and Creators, athletes who tap into their creativity, drive sport culture forward. Creators are not a demographic or sub-segment of athletes; it’s a mindset shared by those who think and act differently.

In 2017 adidas wanted to call Creators to the brand. Leveraging the holiday tradition of breaking bread around a table, we brought a non-traditional family—a family of 25 Creators from different disciplines—athletes and musicians, men and women, pros and amateurs, diverse in their backgrounds, but connected through their shared mindset of creativity. We set off on a journey, inviting the world to collaborate with us, toasting to Creators everywhere, calling on young athletes to create and shape the future of sport with us.


This film features some of the world's most influential athletes, designers, and musicians in sport culture seated at one table. United by their passion to create, these Creators call on athletes everywhere to defy conventions and join the adidas movement by using their imagination to make something new and shape sport culture.

Featuring superstar athletes such as FC Barcelona striker Lionel Messi, Five-time NBA All-Star James Harden and Football Legend David Beckham, the casting also reaches beyond the realm of sports, with appearances by musician/producer Pharrell Williams, fashion designer Alexander Wang and supermodel Karlie Kloss.

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