"Sport is the single most important asset for Adidas; it defines our brand," said Jocelyn Robiot, Adidas senior vice president, brand management. "Our communication strategy moving forward will be relentless and aggressive storytelling, so that we can take our expression of sport to the next level. To achieve these ambitions, we set out to work with the best. With their history of innovation and creating cutting-edge campaigns, 72andSunny is the perfect partner to help us demonstrate that Adidas is the best sports brand in the world."
"We’re thrilled to work with adidas not just because of their legacy, but because their goal is nothing less than reframing modern sports marketing," said Glenn Cole, Chief Creative Officer of 72andSunny. "They’re like-minded competitive partners and we’re excited about winning with them."
Adidas will retain Carat of Dentsu Aegis Network as its media agency of record worldwide, while Johannes Leonardo will remain the lead creative agency for Originals.