adidas Hires Creative Agency 72andSunny, But Can They Catch Nike?

adidas is undertaking major strategic reform following the loss of ground in major markets. After being overtaken by Under Armour as the second largest sportswear brand in the United States, the German conglomerate has announced that creative agency 72andSunny will replace 180 Amsterdam as the company’s design and advertising campaign partner. With offices in both Los Angeles and Amsterdam, the creative firm will ideally help fine-tune the sportswear giant’s future campaigns towards American and European sensibilities, with its inaugural work expected this fall. Named as one of the “Most Innovative Comapnies of 2015” by Fast Company and a two-time “Agency of the Year” recipient by Advertising Age and Adweek, 72andSunny will join adidas’s other handful of major operational firms, such as lead creative agency Johannes Leonardo, regional advertiser TWBA, and media agency Carat of Dentsu Aegis Network. To read the announcement, visit adidas.