Brand ManagementCAMPAIGNSCreative

adidas: Create Your Own Game

adidas has launched “Create your own game”, a commercial connecting the sports brand sponsorship of soccer stars with the emergence of amateur football. While everyone else is content with simply idolizing their sport heroes, the next wave of creators are busy creating their own game. Adidas empowers athletes to take their heroes off the pedestal and do their own thing.

Leo Messi’s brilliance and curling free kicks. Gareth Bale’s dribbling and unstoppable speed. Thomas Müller’s finishing and killer touch. James Rodríguez’s control and golden technique. Mesut Özil’s vision and perfect pass. That’s their game, but what’s yours? The game played on streets, pitches and parks across the world is about making your own impact, about seeing what you want and taking it. Learn how to play like your heroes, but then go out and create something new.

The ‘Create Your Own Game’ film is the first to be developed alongside 72andSunny, who were named global creative agency for adidas’ sports business in March 2015. The creative agency is responsible for global brand campaigns across a number of sports.


The adidas Create Your Own Game ad was developed at 72andSunny by chief creative officer Glenn Cole, executive creative director Jason Norcross, group creative director Gui Borchert, senior writer Jack Jensen, designer Gerardo Oritz, executive producer Sam Baerwald, senior producers Laura Ferguson and Chris Kyriakos, junior producer Michael Quinones, group brand director James Stephens, brand director Matt Rohmer, senior brand manager Ryan Warner and brand coordinator Megan Russell, working with adidas Global Football VP, Global Communications Ryan Morlan, senior director of global communications Lia Vakoutis, senior producer Kristin Mellqvist, director of brand communications Flo Alt and senior producer Penny Pijnenburg.

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