Cannes Lions
72ANDSUNNY, Los Angeles / ADIDAS / 2018
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Teaming up with hip-hop artist Kid Cudi created the perfect message and soundtrack for the film with his song 'Surfin'. Set to the lyrics, "I ain't riding no waves, too busy making my own waves", the film transverses the globe shining a spotlight on young athletes who were positively affecting their world.
From athletes who put aside rivalries to bring communities together, to a team of basketball players who redesigned their offensive mascot to something more inspiring, the film shows that if you ride your own wave, positivity creates more positivity.
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