adidas: Creators Unite

A high-energy global journey following young creatives from London, Paris, New York, and Los Angeles as they team up with adidas to reimagine the launch of the iconic Copa football boot in their own cities.

ABOUT

LOCATIONS: Herzo, London, Paris, New York, Los Angeles

adidas: Creators Unite is a short branded documentary created for adidas in collaboration with IMA Global, celebrating the power of youth-led creativity in sport and culture.

The film follows four groups of students from London, Paris, New York, and Los Angeles, each tasked with designing a unique launch for the adidas Copa football boot in their home city.

Beginning at adidas’ global headquarters in Herzogenaurach, Germany, and travelling to four of the world’s most culturally vibrant cities, the story captures an intense creative process — from inspiration-gathering on the streets to collaborating with local Tango football players, and finally, bringing each vision to life through immersive launch events.

A fast-paced, visually dynamic whistle-stop tour of four awe-inspiring cities, Creators Unite showcases how the next generation of creators draw from their environments, traditions, and communities to shape the future of sport, brand storytelling, and cultural connection.

“Creators are important because they change the world — politics, brands; everything. They defy convention and they move the world forward...”
— Timothy Nickloff, adidas: Director of Key Cities Activation

CREATORS & COLLABORATORS

  • Simon Mulvaney

    Simon Mulvaney

    FILMMAKER

  • Lauren Rawlins

    Lauren Rawlins

    CREATIVE DIRECTOR

  • Claire Ibbotson

    CLAIRE IBBOTSON

    PRODUCER

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PERSONAL REFLECTION

On returning home from a 15 month backacking trip, my friend and long-standing collaborator, Lauren Rawlins reached out. She was heading up the creative direction for a short branded documentary for adidas, and had been following the passion projects I’d been making while travelling. She asked if I’d direct it.

It was a global project that would take us to adidas’ headquarters in Herzogenaurach, then on to London, Paris, New York, and Los Angeles — all in just three weeks. I didn’t have to think twice before saying yes.

The budget was lean, so I stepped into an all-encompassing role — not just as a film director, but as a one-person production unit. With creative support from Lauren and production support from producer, Claire Ibbotson, I handled most of the shooting myself.

Everything had to fit into an overhead backpack: a small camera and sound kit, packed alongside a run-and-gun approach that would keep pace with each city’s energy while still meeting adidas’ high creative and production standards.

Our rhythm was simple: arrive in a city on day one, shoot the city on day two, film with students and Tango players on day three, fly out on day four. Long days, full of life — being guided through each city by the people who lived and breathed it. They showed us their favourite spots, the places that fuelled their creativity.

Post-production happened at my kitchen table back in Manchester, working on a little MacBook Pro. The film was originally intended for internal adidas use, but they loved it so much they gave it a slot on their official YouTube channel and social media platforms — reaching a much wider audience than we’d expected.

Looking back, the project mirrored its message. Creators Unite was all about resourcefulness, collaboration, and finding inspiration in your environment — the same principles that carried me through the shoot. Sometimes the best work comes when you travel light, keep things simple, stay open, and let the people you meet shape the story you tell.