Adidas’ Hiring of 72andSunny Ends 180’s Long Tenure on the Brand

Sneaker marketer had the same agency since 2001

72andSunny's gain is 180's loss. The former has replaced the latter as lead global agency on Adidas' sports business.

180 had created ads for Adidas since 2001, with the shop's offices in Amsterdam, The Netherlands, and Los Angeles. Likewise, 72andSunny's offices in those markets will share responsibilities on the account. The brand's global media spending approaches $150 million annually.

Adidas' global roster of creative agencies also includes Johannes Leonardo, which came aboard last year to handle the company's originals business. That shop launched its first campaign in January. Also, regionally, TBWA creates ads in markets such as China, Japan and Europe. Carat is Adidas' global agency for media planning and buying.

The first work from 72andSunny, which landed the assignment without a review, is expected in the fall.

In a statement, chief creative officer Glenn Cole described his agency and Adidas as "like-minded competitive partners," adding that the brand's goal is "nothing less than reframing sports marketing."

Adidas svp of brand management Jocelyn Robiot, in turn, said, "Our communication strategy moving forward will be relentless and aggressive storytelling."

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