"Creativity Decides" is the most personalized and massive campaign in adidas history. According to the authors, it was the creativity and creative power of the athletes that became "the key components of their game, changing life and the world around." And each of the many characters in the video understands creativity in its own way.
According to the plot of the video, viewers will be able to look behind the scenes of an unprecedented show, in which athletes and musicians from around the world will take part. Coach Jose Mourinho cheers everyone up on stage, rapper A $ AP Ferg gives an inspirational speech about creativity, Paul Pogba and famous freestyle football player Caitlin Schreffer show feints on a street football venue, and musician Farrell Williams passes the microphone to the viewer to explain what creativity means to him.
adidas has released the most personalized content for mobile devices, media and television in Moscow, New York, London, Shanghai, Tokyo, Paris and Los Angeles. In each of these cities local heroes will be represented. In Russia, they became
journalist Yuri Dud.