Creativity has no borders

How did Adidas to become one of the most worldwide known sport brand of our generation? 

Adidas has convinced people that we are all creators by the way we dress no matter where we come from. Fashion has no borders, no gender and even less race. 

Everybody takes example but it allows to create from yourself. We can see it in the soccer world that mostly represents Adidas brand: it’s the very definition of globalization, every country and every class of our society are touched by this sport. We notice in the video that Paul Pogba was appreciative of David Beckham when he was young and nowadays he is the own creator of the unavoidable “Dab sign”. Even if you are not found of foot, this sign exceeded borders. Then, this soccer player created his own identity by the appropriation of a different culture. 

By the quote “The game will never be the same”, Adidas wants to show to his customers that there is always something new to create thanks to the wealth that different cultures bring us. Every part of ours cultures are linked: fashion inspires music, design improves sport. French fashion has an unbelievable impact all around the world. This French founded brand didn’t respect traditional codes of French couture. She was inspired by street fashion coming from the US and she managed to make people assimilate the different cultures we can find in fashion. 

The choice of taking this add video is to show the global aspect we find in fashion and sport and how, despite what we think, this two are linked. Furthermore, Adidas wants to push people being creative by the appropriation of unknown cultures. It allows people to learn more about things they ignore and be more open-minded to break the established rules. 

Adidas is nowh a part of globalization by being one of the founder of cultural assimilation.