• 11-MAR-2015

adidas Announces 72andSunny As New Global Creative Agency For Sport

adidas logo
HERZOGENAURACH, Germany, March 11, 2015 – adidas today announced a new partnership with a global creative agency to lead its sport campaigns.

72andSunny will serve as the lead global creative agency for adidas Sport responsible for brand-level global campaigns with a strategic focus on soccer, running, basketball and women's.

The agency was named to Fast Company's "Most Innovative Companies 2015" and is a two-time "Agency of the Year" winner for Advertising Age and Adweek. adidas will immediately begin working with 72andSunny across their Los Angeles and Amsterdam offices. Both creative centers will contribute to the overall long-term creative strategy and activation of adidas sport categories.

"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 and brand marketing," said Glenn Cole, Chief Creative Officer of 72andSunny. "They're like-minded competitive partners and we're excited about winning with them."

Along with 72and Sunny, adidas will retain its long-term and highly valued partnership with Carat of Dentsu Aegis Network as its media agency of record worldwide, while Johannes Leonardo, New York City, will continue to serve as the lead creative agency for Originals.

About adidas
adidas is a global designer, developer and marketer of athletic footwear, apparel and accessories with the mission to be the best sports brand in the world. For more information, visit www.adidas.com.

About 72andSunny
72andSunny creates cultural impact on behalf of brands. The company is recognized as one of Fast Company's "Most Innovative Companies 2015" and is a two-time "Agency of the Year" winner for Advertising Age and Adweek. With offices in Los Angeles, Amsterdam and New York, 72andSunny services clients including Activision, Axe, Carl's Jr./Hardee's, Carlsberg, ESPN, Google, Samsung, Smirnoff, Sonos, Starbucks, Target, Tillamook and truth. For more information, visit www.72andsunny.com.

About the adidas Group
The adidas Group is one of the global leaders within the sporting goods industry, offering a broad range of products around the core brands: adidas, Reebok, TaylorMade and Reebok-CCM Hockey. Headquartered in Herzogenaurach, Germany, the Group has more than 53,000 employees and generated sales of EUR 14.5 billion in 2014. For more information, visit www.adidas-Group.com.