Popular shoe and clothing brand Adidas is launching a new film series featuring NFL stars DeMarco Murray and Jimmy Graham among others.
Adidas capped off a big week wherein they released a new Kanye West shoe and a new mobile app called Confirmed, where customers can reserve their shoes directly online. Then the footwear and apparel company prepared to launch a new film series called “Take It” in order to highlight their Sport 15 campaign and feature their signed North American athletes.
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Some of the names slated to appear in the film include such NFL stars as Cowboys running back DeMarco Murray, Saints tight end Jimmy Graham and Bills wide receiver Sammy Watkins. It also features NBA stars such as Wizards point guard John Wall, Bulls center Joakim Noah, Trail Blazers point guard Damian Lillard, Bulls point guard Derrick Rose and Timberwolves shooting guard Andrew Wiggins.
“Take It’ is an overriding thought and insight that’s built around moments. Each day, each moment is a time to perform and shine for yourself, for your team, and for the crowd,” Adidas VP of brand activation Simon Atkins said, via USA Today)
The film series slash ad campaign is probably the brand’s biggest push since the 2011 “All or Nothing” campaign. The film attempts to impart the mindset and particular brand of wisdom from pro athletes who step out onto the field or court and execute actions they’ve performed countless times. There’s no time to consider failure while focused on success.
“Take It” shows action shots of the various Adidas endorsers previously mentioned as they replicate game intensity in a practice situation. A voiceover intones the following, via AdWeek:
"“The last goal? Doesn’t matter. The last victory? Already forgotten. Yesterday is gone. Lost in the record books. But today is up for grabs. Unpredictable. Unwritten. Undecided. Now is ours. Do something, and be remembered. Or do nothing, and be forgotten. No one owns today. Take it.”"
Adidas also got a little free bashing of the competition with Kanye West who tossed some serious shade at Nike during a free Thursday night concert at Madison Square Garden to help kick off the NBA’s All-Star weekend. West entreated the crowd not to wear “that other brand,” indicating Nike, a rival company that West was previously signed with. West and Nike parted ways after they failed to agree on a number of issues and West is now signed with Adidas.
H/T USA Today Sports
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