Dick’s and Adidas
capitalize on World Cup fever by turning shoe shopping into a soccer experience.
“Where It All Kicks
Off,” by OBB Bolded, features Lionel Messi, Lamine Yamal, Trinity Rodman, Cobi Jones, Patrick and Brittany Mahomes and Juanpa Zurita. It champions the joy and legends that make
soccer part of world culture.
A jersey brings fans face to face with star athletes, a pair of cleats drops them into a pickup match, and a ball sends them into the unknown.
The
creative runs across digital, TV, social, in-store and out-of-home.
“Soccer is never just one thing,” said director Daps. “It’s the
pros, the kids playing anywhere they can find space, the shirts, the rituals, the heroes, the noise, the pride. With this film, we wanted it to feel like you were stepping into that whole universe.
Dick's and Adidas were the gateway, and from there anything could happen.”
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“The FIFA World Cup coming to our backyard this summer is a once-in-a-generation moment for sport
in North America. We wanted to partner with Dick's Sporting Goods to meet that energy with something truly special and reflective of the moment,” said Chris Murphy, senior vice president, brand
marketing at Adidas North America.
OBB Bolded clients also include Fanatics Sportsbook and CeraVe x Kevin Durant.