Apparel and sneaker marketer Adidas has selected MDC’s 72andSunny as its global creative agency for the company’s sports brands without a formal review.
In the U.S., 180LA had been the client's sports brands agency -- and the shop will continue to do some work for the company -- but moving forward, 72andSunny will be the creative agency for sports brands.
Word of the appointment comes as the company is boosting its global ad expenditures this year to 14% of sales, or an estimated $168 million.
72andSunny will serve as the lead global creative agency for the Sport Performance division, responsible for brand-level global campaigns with a strategic focus on soccer, running, basketball and women’s brands.
The account will be handled jointly through 72andSunny's Los Angeles and Amsterdam offices. Both creative centers will contribute to the overall long-term creative strategy and activation of adidas sport categories.
“Sport is the single most important asset for adidas, it defines our brand,” said Jocelyn Robiot, adidas Senior Vice President Brand Management. “Our communication strategy moving forward will be relentless and aggressive storytelling, so that we can take our expression of sport to the next level. To achieve these ambitions, we set out to work with the best. With their history of innovation and creating cutting-edge campaigns, 72andSunny is the perfect partner to help us demonstrate that adidas is the best sports brand in the world.”
Media duties, handled by Dentsu’s Carat, are not affected by this agency switch. And Johannes Leonardo, New York City, will continue to serve as the lead creative agency for the client’s Originals product line.