Adidas to debut “Create Positivity” campaign during ESPYS

The new campaign from adidas will feature athletes at all levels of sport and go all the way to the top, featuring stars like Dak Prescott, Kris Bryant, Candace Parker and Joel Embiid.

During Wednesday night’s ESPY awards, adidas will officially launch its new “Create Positivity” campaign.

Now, you can say whatever you want about the ESPYS — lots of people will make this a Netflix night — but when you reflect upon some of the incredibly moving speeches over the years, most notably by Robin Roberts along with the late Stuart Scott and Craig Sager (here, here and here), the thought of a “Create Positivity” campaign debuting during the show feels like the perfect spot for such a spirited concept.

From adidas news:

"adidas today unveiled its new multi-dimensional campaign — “Create Positivity” — the latest chapter of the adidas Sport17 brand campaign comprising of a 75-second hero film, a series of six digital film vignettes, as well as on-the-ground grassroots activations in five cities.The “Create Positivity” films shine a spotlight on how athletes change the conversation in their sport by using their creativity to bring about positivity. A single act of creativity can bring rival teams together and unify athletes against a cause.The hero film, “Create Positivity” premiers on ESPN during the 2017 ESPY Awards (Excellence in Sports Performance Yearly Award) and will air multiple times on ESPN and the NFL Network. It also will be streaming live in the digital space on Hulu, FOXSportsGo, and WatchESPN. From there, six video vignettes highlighting six sports Streetball , Softball, Soccer , Football , Basketball and Baseball will run on multiple digital channels."

As mentioned, this is an all-encompassing approach by adidas that will include athletes at all levels.

The list of pro athletes officially onboard goes as follows:

• Dak Prescott
• Kris Bryant
• Candace Parker
• Carlos Correa
• DeAndre Hopkins
• Joel Embiid
• Robbie Rogers

Now take a look at the spot.

It took me precisely two views of this ad to have the song, “Surfin” — produced by Pharrell and performed by Kid Cudi — firmly entrenched in my head. And I’m completely cool with that.

"“Now I ain’t ridin’ no waves, too busy makin’ my own waves…”"

Yup, it’s there for the duration.

Looks like our buddy Joel is greatly enjoying it too.

More info and videos can be found at www.adidas.com/us/heretocreate and across all of adidas’ social channels.

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Or you can just punch in the #HereToCreate hashtag to follow along and see how the message resonates with people.