Competition sometimes breeds negativity. From constant sports commentary about winning and losing to smaller team squabbles, it can be hard to change the dialogue, but adidas aims to do just that. Instead of letting the online dislikes and mean comments affect them, teams are supporting and encouraging each other, accepting people and celebrating everything that makes people different. Adidas provides Kid Cudi's positive song "Surfin'" as a touchstone. From soccer to football, players and professional athletes like Dak Prescott, Candace Parker and Kris Bryant pick up the tune, capturing videos of themselves and their teams focusing on creating positivity. Adidas encourages every athlete to "surf their own wave" and change the message.

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72andSunny (Creative Agency)
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