Adidas unveiled today the latest series of films of its Sport16 initiative, titled “I’m Here to Create,” that showcase the stories of female athletes and their dedication to the sports they engage in.
The series, created in partnership with 72andSunny, features tennis star Caroline Wozniacki, WNBA All-Star Candace Parker, supermodel Karlie Kloss, tennis standout Ana Ivanović, soccer sensation Morgan Brian, DJ Hannah Bronfman, street athlete Robin Arzon and fitness artist Nicole Winhoffer.
“Who I am is not defined solely by what I achieve on the tennis court,” Wozniacki said in a statement. “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 mind-set.”
For the series, the brand showcases how the athletes use their individuality to become the best athletes they can be, using their creativity for self-expression and experimenting with athletics, all in the name of sport.
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The aim of the “I’m Here to Create” videos, according to Adidas, is to empower athletes to declare how they bring creativity to sport and celebrate the people who inspired them to be better than average. The film series currently features 15- and 30-second spots for each athlete online and will air in more than 50 countries during the UEFA Champions League, The Grammys, the BRIT Awards, the Oscars, and more.
“We are obsessed with the versatile female athlete – women who love sports, make decisions every day to live an active life and are helping to change sports around the world,” said Nicole Vollebregt, Adidas’ head of women’s, in a statement. “In 2016, we will consistently roll out women-focused activations, partnerships, products and events that will allow us to further connect with this athlete on a personal level.”
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