adidas today tips off its latest global brand campaign Basketball Needs Creators, starring Houston Rockets point guard James Harden. The new film debuts November 21 during the Houston Texans versus Oakland Raiders Monday Night Football game on ESPN.
Basketball Needs Creators poignantly highlights how creativity is what makes the game great, at every level. Harden asks the question “What if we all stopped being creative?” and shows what the basketball world would look like without the lifeblood of creativity.
Featuring cameos from Wheeler (Marietta, GA) High School, pro skateboarder Nakel Smith and adidas Basketball’s Global VP of Design Brian Foresta, Basketball Needs Creators empowers players around the world to harness their own creativity to change the game in unique ways.
“James Harden’s creativity both on and off the court is his true differentiator across all sports, not just basketball” said Warren Bowers, Senior Retail and Franchise Director at adidas. “James continues to reinvent the game and his new position this season, by infusing his unique style individually while creating opportunities for teammates at a record pace. Basketball clearly needs creators to drive the game forward and James is the torch bearer of this evolution”
Valeria Fontanier, CEO of Nutmeg, adidas retail partner in Ghana added “There are many other creators like James in their own rights who work hard in various other fields here in Ghana. This is a wake-up call on everyone in sports to get creative in raising the bar in their career.”
Basketball Needs Creators is the third and final chapter of the adidas SPORT 16 campaign that builds upon the belief that all athletes are #HereToCreate, following Football Needs Creators staring Manchester United’s Paul Pogba and Sport Needs Creators featuring Harden, Pogba, Super Bowl 50 MVP Von Miller of the Denver Broncos, two-time NFL MVP Aaron Rodgers of the Green Bay Packers, 2015 National League Rookie of the Year Kris Bryant of the Chicago Cubs, rookie guard Moriah Jefferson of the San Antonio Stars, and top NBA Draft selections Brandon Ingram of the Los Angeles Lakers, Jaylen Brown of the Boston Celtics and Jamal Murray of the Denver Nuggets.