“Competition and support can exist side by side”: Candace Parkers March Madness campaign is shooting the script about sporting rivalry – Essence

It is March, so that only one can mean -well, two if you lock spring -but the time of the (basketball) madness is here.

And since the excitement of March Madness is the focus, Adidas wants us to challenge all traditional ideas of competition with a new film manager that is produced by none other than the WNBA legend Candace Parker. The film will be published across the country, while tournament clips are filled out across the country, and offers a refreshing perspective on sporting rivalry. When women come together, the collaboration will always be better than the competition.

The project represents the latest chapter in Adida’s global campaign “You got this” and positions Parker, who acts as president of Adidas Women’s basketball, not only as a basketball icon, but as a visionary creative force behind the camera.

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“Adidas and I are enthusiastic to debut the latest chapter of the” You got this “campaign and to celebrate the power of positivity in sport,” said Parker in an explanation. “This chapter is a call for action to show that competition and support can coexist and can make both the individual and the game stronger.”

For this project, Parker Adidas’ impressive list of basketball stars for women, including Kahleah Copper, Chelsea Gray, Aaliyah Edwards, Aliyah Boston, Nneka Ogwumike, and the latest due to Satou Sabally, serious training was closed with friendly competition.

The result captures something that is rarely seen in sports marketing: violent competitors actively support the growth of the other. Throughout the film, these elite athletes, who normally compete against each other as opponents, encourage each other, share each other, share techniques and use the unique strengths of the other to increase their individual games.

“I am incredibly proud of these women who are on the pitch, but stand together as an Adidas family,” remarked Parker. “By publishing this film in front of one of the largest basketball stages, we give an insight into the vision of the brand.

Together with the tip of the NCAA women’s tournament, the film serves as a celebration of the current dynamics that the basketball of women experiences, as well as as a manifesto for continued progress. It will serve as the centerpiece of Adidas in women’s sports this year throughout March -Madness competition for women this year.