adidas launch Sport16 initiative with series of films

adidas have enlisted the help of several of their top female athletes to highlight the company’s leadership and passion for sports.

Tennis players Caroline Wozniacki and Ana Ivanović, WNBA’s Candace Parker, and footballer Morgan Brian are among those the brand is using in the new series of films.

The first chapter is called “I’m Here to Create” and is told exclusively through the eyes of female athletes. They’re aiming to tell authentic stories from the point of view of their stars, showing the ways they overcome challenges and express themselves in the pursuit of reaching the top of their respective sports.

Caroline Wozniacki said:

Who I am is not defined solely by what I achieve on the tennis court. My passions and creativity off the court inspire me to be a better athlete and this film series brings together everything that makes me uniquely me. It is exciting and inspiring to be part of a larger group of women who share this same creative mindset.”

The series of films was created with the help of 72andSunny, and in Wozniacki’s case shows how her “unconventional forms of training” helps her succeed on the tennis court. adidas are hoping to use the “I’m Here to Create” campaign to give athletes the chance to celebrate those in their lives who have inspired them, as well as showcase how they push the creative boundaries of their sports.

Lia Vakoutis, adidas’ Senior Director of Global Communications, had this to say about the new campaign:

We remain relentless and loud in our pursuit of being the world’s best sports brand. 2015 was about challenging athletes to create their own game while 2016 focuses on owning creativity in sports. The ‘I’m Here to Create’ films engage athletes’ imaginations to use creativity to push their own athletic and personal boundaries. We will continue to celebrate athletes and influencers who reshape traditional views of sport through creativity this year.”

The campaign officially kicked off at the beginning of February, with adverts featuring the stars appearing during ad breaks for the Champions League, GRAMMYs, the BRIT Awards, and the Oscars, as well as online.