Adidas Knocks Soccer Heroes Off Their Pedestal in Debut Work From 72andSunny

Brand Encourages Aspiring Athletes to 'Create Your Own'

By Ann-Christine Diaz. Published on Aug 06, 2015

Editor's Pick

Adidas knocks soccer giants off their pedestal in the brand's first work to debut out of new agency 72andSunny. The new ad, "Create Your Own," shows an aspiring football pro leveraging his creative skills to take on some of the sport's icons including Leo Messi, Gareth Bale, Thomas Muller, Mesut Ozil and James Rodriguez -- and even NBA pro Ricky Rubio.

"These are not just my heroes anymore; they're my competition," the young athlete says in the ad.

The spot, directed by Smuggler's Henry-Alex Rubin, touts the message that athletes need to "unfollow your heroes" and carve out their own path in order to achieve greatness.

"The game of soccer has changed and we want to celebrate the new, the different, the rule makers and innovators," Eric Liedtke, Adidas board member responsible for global brands, said in a statement. "'Create Your Own Game' is a compelling concept, inspiring the creators of today to push the game forward. It encapsulates the brand's vision that is relevant to all sports and athletes and encourages creators to think differently, take inspiration from heroes, but ultimately create their own game."

The new ad is part of the next phase of the Sport15 campaign, which Adidas launched in February with former agency 180 L.A. According to the brand statement, the 72andSunny work "represents a complete shift in how Adidas communicates as a company." The agency won the Adidas global account in March without review.

Read the full story on the new Adidas campaign on

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Aug 06, 2015
Henry-Alex Rubin
Production Company:
Adidas Global Football
Global Vice President, Global Communications:
Ryan Morlan
Senior Director, Global Communications:
Lia Vakoutis
Senior Producer:
Kristin Mellqvist
Brand Communications Director:
Flo Alt
Brand Communications Director:
Flo Alt
Senior Producer:
Penny Pijnenburg
Chief Creative Officer:
Glenn Cole
Executive Creative Director:
Jason Norcross
Group Creative Director:
Gui Borchert
Senior Writer:
Jack Jensen
Gerardo Oritz
Executive Producer:
Sam Baerwald
Senior Producer:
Laura Ferguson
Senior Producer:
Chris Kyriakos
Junior Producer:
Michael Quinones
Group Brand Director:
James Stephens
Brand Director:
Matt Rohmer
Senior Brand Manager:
Ryan Warner
Brand Coordinator:
Megan Russell
Business Affairs Director:
Christina Rust
Business Affairs Manager:
Maggie Pijanowski
Junior Business Affairs Manager:
Jesse Sinkiewicz
Henry Alex Rubin
Patrick Milling Smith
Brian Carmody
Executive Producer:
Lisa Tauscher
Drew Santarsiero
Director, Photography:
David Devlin
Scaling Video Coding Company:
Goodgate Productions
Philip Bolus
Barcelona and Madrid
Scaling Video Coding Company:
Timm Reinfarth
Editorial Company:
Whitehouse Post
Russell Icke (:90 // :60)
Brandon Porter (:30)
Assistant Editor:
Devon Bradbury
Senior Producer:
Joanna Manning
Completion/Special Effects:
Mill LA
Senior Executive Producer:
Sue Troyan
Senior Visual Effects Producer:
Chris Harlowe
Visual Effects Coordinator:
Mary Hayden
Visual Effects Supervisor:
Nick Lines
2D Lead Artist:
Adam Lambert
2D Artist:
Steve Cokonis
2D Artist:
Anthony Petitti
2D Artist:
Bill Higgins
2D Artist:
Ashley Forbito
2D Artist:
Robin McGloin
3D Lead Artist:
Nick Lines
3D Artist:
Martin Rivera
3D Artist:
Steven Olsen
3D Artist:
Monique Espinoza
3D Artist:
Jenna Kind
Adam Scott
Executive Producer of Color:
Thatcher Peterson
Color Producer:
Antonio Hardy
Color Coordinator:
Diane Valera
Visual Effects Supervisor:
Phillip Maddock
2D Lead Artist:
Heather Goodenough
2D Artist:
Mike Simons
2D Artist:
Justin Gros Desir
2D Artist:
Olivia O'Neil
2D Artist:
Gianluca Di Marco
2D Artist:
Anne-sofie Thorlander
3D Supervisor:
Mike Chapman
3D Lead Artist:
Adam Darrah
3D Artist:
Anthony Northman
3D Artist:
Ed Hicks
3D Artist:
Jack Harris
Matte Painter:
Jiyoung Lee
Matte Painter:
Alex Caldow
Matte Painter:
Marie Tricart
Recording Studio:
Lime Studios
Rohan Young
Mix Assistant:
Jeff Malen
Executive Producer:
Susie Boyajan
The Formosa Group
Supervising Sound Editor:
Per Hallberg M.P.S.E
1st Assistant Sound Editor:
Phillip D. Morrill
Two Fingers
Track Name:
Haunt Rhythm (Junxie XL Remix)
Music Production:
Tom Holkenborg
Music Production:
Guy Amitai
Music Production:
Michael Groeneveld
Music Supervision:
Hush Music

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