This is precisely why adidas invited a host of ‘Creators’ from across the world to co-create and shape our brand narrative for this year’s tournament.

The world is invited to co-create

With ‘Creativity is the Answer’, we wanted to transcend a single sport because creativity goes beyond the pitch – it permeates every aspect of sport culture.

We invited athletes, musicians, artists and filmmakers from adidas’ key cities – London, Los Angeles, Tokyo, Paris, Shanghai and New York as well as host city Moscow – to form our first-ever open-sourced campaign centered on the world’s biggest sporting event, the World Cup.

Creativity unites the world. #HereToCreate #WorldCup

A post shared by adidas (@adidas) on

Our questions, their answers

We asked Creators across the world: How does creativity inspire others? Take you from street to stardom? Bring people together? Change the world? How is your creativity shaping sport culture in your community?

I have been completely blown away by the overwhelming response we received. Here are just a few examples.

A young child walks across a football pitch in his neighborhood in Brazil beside a mural of Gabriel Jesus. Gabriel Jesus, soccer, street art, mural, brazil
©Victor Moriyama

In Jardim Peri, Brazil, a collection of street artists teamed up to paint a mural of Gabriel Jesus rising up a layered wall of buildings – a mosaic symbolizing his rise from playing football in the streets of his hometown to stardom now representing his country on the sport’s biggest stage. Gabriel later told us he owes his creativity to his neighborhood, Jardim Peri.

Two friends wrap an arm around each other smiling. friends, smiling, happy, graffiti

In London, a digital community called This Fan Girl answered the call by showing how female footballers are using creativity to shape the game. The community is looking to change the way media portrays females in sport by documenting football events across the UK and drawing attention to the growing female attendance at professional matches.

An artist begins his drawings on a large piece of white paper rolled across the street. art, artist, creator, creativity, drawing, doodle

In Los Angeles we have Giovanni Reyna – an up-and-coming footballer who is looking ahead to the future. He partnered with a team of L.A. Creators to produce a film showing how a new generation of football athletes are using creativity to shape the next U.S. World Cup team.

Going ‘Open Source’ is what our brand has always been about: empowering Creators to create. We have and will continue to open our doors to allow Creators from sport, music, art, fashion, technology and beyond to help shape the brand narrative and define the future of sport.

Do you have Creators shining through in your community? We'd love to hear their stories in the comments below.


Please take note of the commenting guidelines.
You will receive an email to approve your comment.
Please take note of the commenting guidelines.
You will receive an email to approve your comment.

Thanks for your comment

You will receive an email to approve your comment. It will only appear after your confirmation.


Oh no! An unexpected error occurred.

Try again
by Alex Ahom 06.07.2018
Great article. Love This Fan Girl as well, they are making a great impact.