Adidas takes on its first Chinese campaign in partnership with 72andSunny and Prettybird’s Max Malkin that celebrates the incredible athleticism and determination across disciplines around the country. With a notable cameo from David Beckham, the brand’s long-time ambassador, the spot shows the limitless potential that Adidas inspires in athletes in China.
The spot begins in the heart of a Chinese city, where hundreds of young men are practicing basketball. One man breaks out of the rhythm, and throws the ball to another, setting off a chain reaction of athletic self-expression. From there, our own Bruce Herrman cut together vignettes that explore that idea and reaffirm the power of that message, from gifted and focused athletes in basketball, dance, soccer, track, and more.
“One in a Billion” marks the first Chinese campaign from Adidas since they named 72andSunny their global lead creative agency, and it serves a great purpose in “reminding viewers that every form of athleticism can double as an expression of one’s individual style,” AdWeek notes.
Watch the spot above, and check out more from Bruce Herrman here.