How Adidas Brought Creators, Style and Football Together at the Super Bowl

Sony Michel Super Bowl
 Getty Images


The Super Bowl marks the biggest event on the American sports calendar. Two of the best teams going head-to-head in an all-out spectacle to see who will be champion and go down in gridiron history. This year, with the New England Patriots and Los Angeles Rams battling it out, Adidas celebrated the occasion by focusing on football, fashion, style, inclusion, and creativity by bringing creators together and debuting a new line of gear with the Adidas Football x BAPE collection.

With the Super Bowl in Atlanta, Adidas directly tapped into the local community with a 7×7 tournament featuring some of the best football players in the area—all decked out in the new Bape x Adidas football collection that debuted at a pop-up shop in the city. The new line includes training gear, Ultra Boosts, football jerseys, cleats, arm sleeves, helmets, and more.

During the week and through Super Bowl weekend, athletes and celebrities like Patrick Mahomes, Aaron Judge, Eddie Jackson, Emmanuel Sanders, Alvin Kamara, Aaron Rodgers, Von Miller, Dak Prescott, James Conner, Joey Bosa, Bradley Chubb, Quavo from the Migos, and many more made appearances at the football events as well as at Adidas’ creativity-focused suite and activation space near where the pop-up shop was.

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Adidas

Judge spoke about being able to express his creativity while working with Adidas: “That was the biggest thing for me, them giving me the freedom to be creative,” Judge said. “They’re on the forefront of being creators and building creativity, and that’s something that we need in baseball. In the NBA, players can wear almost whatever they want and I think the MLB can show more of a personal side to the players through style and stuff like that. It can help build the connection with fans.”

The theme for Adidas at the Super Bowl was “Creators Unite” and that brought together the design, style, and creative elements surrounding the gear, the sport, and the culture of football. That was all illustrated by the Bape x Adidas collection as well as by Dr. Jen Welter, who held a football camp for girls during the weekend and also showcased girls football cleats, sneakers, and gear that Welter collaborated with Adidas to create. The partnership with Welter is just getting started and the two sides are going to keep pushing with creativity regarding football and inclusivity in the future with football camps and gear.

Even though the Super Bowl itself wasn’t an entertaining game—the Patriots and Rams were tied 3-3 heading into the fourth quarter before the Pats won 13-3—Adidas was well-represented as Adidas athlete Sony Michel had the lone touchdown in the game and also put together 94 yards of creative runs that helped open up the field for Tom Brady and the Patriot offense. Other Adidas athletes in the game included Ryan Allen, James White, Jeremy Hill, Marcus Peters, Josh Reynolds, and Troy Hill.

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Adidas

Atlanta’s Best Footballers Come Together for Adidas’ 7v7 Tournament

Taking place at Booker T. Washington High School, Adidas brought together 100 of the best football players in the Atlanta area to show off their skills on the field. The players were fitted up with gear from the Adidas x Bape capsule collection that debuted during Super Bowl weekend.

The players got to test out the Bape gear, including the adizero 8.0 Cleats with camo print, the training tights, the Bape arm sleeves, as well as the adizero Gloves made with GripTack palms, leggings, and training shorts. The locker room area by the field was designed with Adidas and Bape-colored props that resembled the style of the collection, including a custom Golden Bathing Ape chain.

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Adidas

As if getting some of the limited-edition Bape gear wasn’t enough, the players were also greeted by a number of NFL players at the tournament, including Pittsburgh Steelers star James Conner, Denver Broncos wideout Emmanuel Sanders, Seattle Seahawks defender Shaquill Griffin, and New Orleans Saints running back Alvin Kamara. And on top of that, Atlanta’s very own Quavo of the Migos showed up and showed off his athletic skills by throwing some balls around with the local athletes.

Athletes and Creators Come Together at the Adidas Super Bowl Suite and Adidas x BAPE Pop-Up Shop

Under the bright sun of Atlanta, long lines of fans waited hours to just get the chance to see the limited-edition Adidas x BAPE football capsule collection and buy some of the gear. The activation was put together by Adidas Football and Social Status, creating an incredible display with the entire collection as well as a photo booth and a projector wall playing the Only In Atlanta Series animated movie, which was created with Quavo. (Check out the series at the link here.)

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Adidas

The pop-up shop had a look at the entire Adidas x BAPE football collection, including both styles of the Adidas by BAPE UltraBOOST, the BAPE Z.N.E. Hoodie, as well as the entire football gear capsule—the training tights, arm sleeves, adizero 8.0 Cleats, the BAPE football helmet, and the BAPE-style football. (Check out the full Adidas x Bape Football collection here.) The Adidas activation area also had a Twitch Livestream where Adidas athletes and fans got to play games together and win special gear giveaways.

Throughout Super Bowl weekend, the suite had numerous Adidas athletes come through to speak about their personal style, working with Adidas, their favorite gear from the BAPE collection, and how they use their training gear to get into the shape they need to be best on the field. We caught up with athletes like Patrick Mahomes, Aaron Judge, Emmanuel Sanders, and Eddie Jackson about being able to express their creativity with Adidas.

Mahomes, who took home the NFL MVP Award over Super Bowl weekend, got the chance to check out the BAPE collection, and he also talked about getting to speak with fellow Adidas athlete Aaron Rodgers and what he could learn from him. “I love the green and gold cleats, but the black camo is sweet too,” Mahomes said. “If I was in the game I’d wear the black camo, but for pregame I’d be wearing the green. I also really like the leggings—I’m going to use those as I work out all offseason. And if I could hang with another Adidas athlete, it would be Aaron Rodgers. He’s been dominating the league for a long time. We got to speak a little bit, and if I could keep that relationship going, it would be an invaluable experience to learn from him.”

Adidas
Courtesy of Adidas

Sanders spoke about how the new collection combined street fashion with sportswear and the “dope” collaboration between Adidas and Bape. “You can wear these shoes with like any outfit you have on, even if you’re going out—and you can workout in them too,” Sanders said. “I think that combination is awesome and the collaboration on the whole line is great.”

Jen Welter Breaks Through With Girls Cleats and Football Camps

Dr. Jen Welter made history when she became the first female coach in the NFL with the Arizona Cardinals, and she’s continuing to make history with her work with Adidas. During Super Bowl weekend, Welter held a football camp for girls back at Booker T. Washington High School, bringing in girls of all ages and skill levels to learn skills from Welter, her coaches, as well as NFL star Jaylon Smith of the Dallas Cowboys. The camp was the first of multiple camps she’s going to hold in partnership with Adidas, with future camps coming in New York, Los Angeles, Boston, Miami, and Dallas.

Adidas
Adidas

During the weekend, Adidas announced the partnership with Welter and spotlighted the first-ever women’s football cleat, which was made and designed at SPEEDFACTORY USA in Atlanta, GA. The custom cleats were inspired by Welter’s journey through football and her motto “Kick Glass”. At the camp, Welter spoke to the girls there and relayed her story of breaking through barriers in the sport of football. (Get a close look at Welter’s cleats and hear here.)

Welter spoke later about working with Adidas on the cleats and what her experiences have been like as a woman in the world of football. “The cleats and the sneaker both have elements that are part of me,” Welter said. “I always say ‘kick glass’ and it has been a blessing so far to have support from Adidas and from so many people in the world of football. That’s the reason why I’ve been able to do stuff for women and I’m proud of that, both with the cleats and the football camps and giving girls these opportunities.”

Here’s a look at Welter’s gear:

Here’s a few more looks at the gear and weekend of events from Adidas:

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