James Harden and Adidas present “Creators Never Follow”
On Wednesday, Adidas unveiled “Creators Never Follow” its new ad campaign featuring the brand’s new basketball ambassador, Houston Rockets superstar James Harden. The advertisement was created as part of Adidas’s film series named “Sport 15”, a long-term investment to inspire young athletes.
“Creators Never Follow” is the first James Harden ad with Adidas since signing an 13 year endorsement deal worth US$200 million during the summer. In the commercial, the brand encourages young “creators” to write their own story and take the lead in their own game.
Throughout the ad, Harden’s way of life and way of play are showcased to show off his unusual style and how he’s become somewhat of a cult figure with Rockets’ and NBA fans.
Throughout the last few seasons, Harden has become an influential player thanks to his performances on the court ie, finished second in the MVP voting behind Stephen Curry last season and has been characterised by his beard and his “cooking” celebration.
Nicknamed “The Beard”, James Harden said the commercial was reflective of his on and off-court personality.
“The spot is true to who I am, my style of play, and represents how we are going to disrupt the game”, he said.
“My story is about being your own person—from how you dress to how you carry yourself. It’s simple, you’ve got to be true and genuine at all times.”
Recently becoming third on the sports brand rankings behind Under Armour in the US, Adidas Global Vice President of Marketing Ryan Morlan said that the Harden campaign would bring them back into the “sports brand game”.
“To become a superstar, each one has to take its own road. James is a great example of this achievement and we hope his story and our new commercial “Creators Never Follow”, will inspire young athletes across the world.”
https://www.youtube.com/watch?v=PDEh-FrfSfA
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