Adidas launches Change is a Team Sport campaign

28 Jan 2020

By: Sport Industry Group

Adidas has launched its newest campaign, celebrating its iconic Superstar shoe with the message that ‘Change is a Team Sport’.

Celebrating five decades of the shoe, adidas Originals has launched the campaign with a new spot featuring the likes of Paul Pogba and Pharrell Williams as well as the brand’s newest signing Jenn Soto - the US skateboarder and Olympic Games Tokyo 2020 hopeful. 

Torben Schumacher, General Manager adidas Originals & Style Global Brand said: “Change Is a Team Sport celebrates the idea that when creators join together, we can drive and inspire change. Much like the way the adidas Superstar has been the shoe for game- changing creators and teams for 50 years and counting, we've looked to our adidas family to inspire the next generation and create a new legacy for one of the most iconic shoes of all time.” 

The spot, directed by and starring Jonah Hill, sees Soto initiated into adidas’s family of ‘creators’ from across the worlds of music, fashion, sport and art. All are dressed in black adidas tracksuits, and sporting the Superstar trainer.

Talking about directing process behind the film, Hill said his desire was to shine a light on the full landscape of creative expression, celebrating the coming together of different generations: “There’s no knowledge without the older generation who did it first. And there’s no change or progression without the new generation,” he said. “So if those two generations come together, I feel like that creates the atomic charge for great art and great creativity.”