Sports brand shows creativity is what defines an athlete

ABS-CBN Sports on May 16, 2016 05:15 PM
Sports brand shows creativity is what defines an athlete
Through I'm Here to Create, adidas will empower athletes across the world to declare how they bring creativity to sport and to celebrate those in their life who have inspired them to push beyond the norm.

Adidas has premiered a new series of films to showcase athletes' creative yet effective ways of training and how it can define both an athlete and a person.

The first chapter of films, "I’m Here to Create,” is told through a female athlete’s perspective and stars global tennis icon Caroline Wozniacki, WNBA All-Star Candace Parker, supermodel/entrepreneur Karlie Kloss, tennis star Ana Ivanović, soccer prodigy Morgan Brian, DJ Hannah Bronfman, street athlete Robin Arzon and fitness artist Nicole Winhoffer, among others.

“Who I am is not defined solely by what I achieve on the tennis court,” said Wozniacki. "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 mindset.”

The film series show true to life stories of female atheles who have chosen an unorthodox way of training, embracing creativity to tackle challenges, defy conventions, and fuel experimentation for their self-expression and love for sports.

Wozniacki’s film highlights how her unconventional forms of training fuel her game on the court while Parker’s story centers on her redefinition of motherhood. Bronfman explores her continuous path of reinvention to create the unexpected, Arzon has reinvented herself through sport after an almost near- death experience and Winhoffer re-shapes traditional workout routines to engage broader audiences in sports.

Through “I'm Here to Create,” adidas will empower athletes across the world to declare how they bring creativity to sport and to celebrate those in their life who have inspired them to push beyond the norm.

“We remain relentless and loud in our pursuit of being the world’s best sports brand,” said Lia Vakoutis, adidas’ Senior Director of Global Communications. 2015 was about challenging athletes to create their own game while 2016 focuses on owning creativity in sports. The ‘I’m Here to Create ’ films engage athletes’ imaginations to use creativity to push their own athletic and personal boundaries. We will continue to celebrate athletes and influencers who reshape traditional views of sport through creativity this year.”

“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. “This year, 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.”

You can view the “I ’m Here to Create” film series via www.youtube.com/adidas and www.adidas.com/heretocreate.

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