adidas bring in fresh blood to their creative game by announcing a new partnership with global creative agency 72andSunny to lead its sport campaigns.

After slipping off the pace in major markets, including dropping behind Under Armour as the third largest sportswear brand in the USA, adidas have turned to 72andSunny. Working from their Los Angeles and Amsterdam offices 72andSunny will serve as the lead global creative agency for adidas Sport, responsible for brand-level global campaigns with a strategic focus on soccer, running, basketball and women's.

The agency was named to Fast Company's "Most Innovative Companies 2015" and is a two-time "Agency of the Year" winner for Advertising Age and Adweek. "Sport is the single most important asset for adidas, it defines our brand," said Jocelyn Robiot, adidas Senior Vice President Brand Management. "Our communication strategy moving forward will be relentless and aggressive storytelling, so that we can take our expression of sport to the next level. With their history of creating cutting-edge campaigns, 72andSunny is the perfect partner to help us demonstrate that adidas is the best sports brand in the world."

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"We're thrilled to work with adidas, their goal is nothing less than reframing modern sports and brand marketing," said Glenn Cole, Chief Creative Officer of 72andSunny. "They're like-minded competitive partners and we're excited about winning with them."

Along with 72and Sunny, adidas will retain its long-term partnership with Carat of Dentsu Aegis Network as its media agency of record worldwide, while Johannes Leonardo, New York City, will continue to serve as the lead creative agency for Originals. The major strategic changes signal a mark of intent from adidas for a more aggressive 2015, which has already kick off with the launch of their first Sport15 fim - 'Take It'.