ADIDAS AND JAMES HARDEN LAUNCH ‘CREATORS NEVER FOLLOW’
adidas introduces, ‘Creators Never Follow,’ a new film starring Houston Rockets superstar James Harden that builds on this year’s series of sport focused content starring its brand icons.
Driven by the mission to be the world’s best sports brand, the film encourages all athletes to define their own path. It encapsulates adidas’ vision of inspiring creators to lead their own game and celebrate that every moment in sport is an opportunity to redefine yourself.
“I’m really excited about my first commercial campaign with adidas and I love that this spot is true to who I am, my style of play, and represents how we’re going to disrupt the game, “ said NBA All-Star Harden. “My story is about being your own person — from how you dress to how you carry yourself. It’s simple; you’ve got to be true and genuine at all times. This campaign is all about that, and is just the beginning of what adidas and I will do.”
Sports are changing. adidas and James Harden embody the bold, brash and new attitude of how sport can and will be played. He created a style all his own as one of the NBA’s most dangerous offensive weapons with a repertoire of deadly step-back jumpers, a staggering Eurostep and bullet pass assists. ‘Creators Never Follow’ celebrates Harden’s hunger to win championships, confidence to express himself and courage to carve out his own path. It relays adidas’ vision to think differently and ultimately lead and never follow.
“Sport today isn’t about standing by and watching other people’s greatness,” said Ryan Morlan, adidas Global Vice President of Marketing. “It’s finding your own path and removing any obstacle in the way to reach it. James is a great example of that and young athletes around the globe will be inspired by how we’re revolutionizing the game with ‘Creators Never Follow.’”
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ADIDAS AND JAMES HARDEN DROP LIMITED EDITION CRAZYLIGHT BOOST
On October 1, adidas Basketball welcomed Houston Rockets superstar James Harden to the family with a special delivery that included an exclusive Crazylight Boost Triple White — the first adidas shoe Harden laced up on-court. He also rocked the same shoes in his first global television commercial for adidas, “Creators Never Follow.”
Set for a limited drop of 100 pairs, fans now have the chance to own this exclusive Crazylight Boost edition which comes wrapped in special packaging individually numbered from 1–100.
The shoe represents the clean slate of the adidas-James Harden partnership, built upon the foundation that creators will break free from convention, step out from the crowd and never follow. Designed with a triple white color palette, it comes equipped with a clean Primeknit upper. The silhouette features a synthetic leather collar and Boost cushioning in the heel for added comfort on the hardwood.
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THE WAIT IS OVER: ADIDAS LACES UP JAMES HARDEN
The wait is over. Today, NBA superstar James Harden officially joined adidas. To make sure he’s properly fitted, adidas made a special delivery in Houston, bringing a truckload of new adidas kicks and gear to James’ door.
Here’s what the three-time NBA All-Star had to say beginning the industry’s most dynamic partnership:
“Doing what’s expected isn’t enough for me. I’ve taken chances to put myself in a position to be successful and I’m hungry for more. I want to be true to who I am, even if that means taking risks or doing things different from the status quo or what other people expect,” Harden said. “Wanting to be the best — that comes with hard work, focus and making sure I’m always growing my game. It’s a credit to my time in Houston and I’m just trying to enjoy the moment, but I still have to remember how I got here and all the hard work it took.”
“After meeting with adidas I knew we could create something people won’t see coming. They want to celebrate me for who I am and what I stand for. They want to help me be closer to my fans, tell my story and make incredible product together. This is my chance to do something that can’t be done anywhere else. I think of myself as a creator on the court and I’ve built a game different than any other player in the league. I see an opportunity to become one of the best players in the world — adidas is the partner who will help me get there. I can’t wait to get started.”
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JAMES HARDEN CHOOSES ADIDAS IN UNPRECEDENTED PARTNERSHIP
adidas today announced an unprecedented partnership with superstar shooting guard James Harden of the Houston Rockets. One of the league’s most prolific scorers and recognizable players begins the long-term deal with adidas which includes an exclusive signature collection, product design collaboration and marketing involvement beginning October 1.
“We’re a brand of creators and James embodies that more than any athlete in the game. His addition to the adidas basketball family is a game changer,” said Chris Grancio, adidas Global Basketball General Manager. “This partnership gives him the opportunity to achieve his goals and express himself in a totally new way as a creator. He’s already one of the most recognizable sports figures because of his game, his look, his hunger to win and his style on the off the court. His ceiling is far from reached, which tells you the future for him and our brand looks incredible.”
“We have a lot of energy in basketball right now and James takes that momentum to a whole new level,” Grancio continued. “James isn’t like anyone else. He approaches the game with a unique mentality and strives to go against convention. When he signed with the Rockets he moved from being the sixth man to the lead man, proving his willingness to establish himself as a resounding superstar.”
To begin the partnership, Harden will play a leading role in adidas’ global brand campaign which will coincide with the start of the NBA season. He will play a critical role with adidas to create and develop on and off-court signature footwear and apparel collections as well as marketing plans. The partnership also includes Harden traveling on extensive brand tours in Europe and Asia.
With the signing of Harden, adidas continues its momentum of partnering with the most talented and influential players in basketball including two-time NBA All-Stars Damian Lillard of the Portland Trailblazers and John Wall of the Washington Wizards, 2011 NBA Most Valuable Player Derrick Rose of the Chicago Bulls and Rookie of the Year Andrew Wiggins of the Minnesota Timberwolves.
Using a repertoire of step-back jump shots, staggering drives and bullet pass assists, Harden has cemented himself as one of the league’s most unstoppable offensive weapons. Harden is coming off a historic season where he recorded two 50-point games, topped the 40-point mark on 10 occasions and turned in four triple-doubles. He helped guide the Rockets to their first division title since 1994 and to the Western Conference Finals for the first time in 18 years. The Los Angeles native was drafted out of Arizona State University as the №3 overall pick of the 2009 NBA Draft and is a three-time NBA All-Star, two-time All-NBA First Team member and the NBA Sixth Man of the Year in 2012.