Adidas Launches 'One In A Billion' Campaign, Looks To Be No. 1 Sports Brand In China By '20

Adidas China launched its "One in a Billion" campaign as it "continues its assault to be the number one sports brand in China," according to Danielle Long of THE DRUM. The campaign aims to "celebrate individuality and boost creativity" in sport by encouraging Chinese athletes to "go against the grain." The ad depicts a group of men doing synchronized basketball drills, until one breaks the pattern by performing his own moves and inspiring others to do the same. This creativity then "spreads to athletes all around the city." The message is: "Among a billion in China, there is only one you. Your creativity is what sets you apart in sport and in life." The ad features champion freestyle swimmer Ning Zetao and volleyball player Hui Ruoqi, along with a cameo from David Beckham. The "One in a Billion" campaign forms a "key pillar" in the brand's ambition to be the No. 1 sports brand in China by '20. The sports industry is "one of the most dynamic sectors in China," with estimates predicting it will be worth 3T yuan ($436.3B) by '20 (THE DRUM, 1/20).