Adidas has appointed 72andSunny as its global creative agency to lead its Sport campaigns.

The agency will be responsible for brand-level global campaigns for the Adidas Sport division, and will have a strategic focus on soccer, running, basketball and women’s.

Adidas will immediately begin working with 72andSunny across their Los Angeles and Amsterdam offices.

Jocelyn Robiot, Adidas senior vice president brand management said: “Sport is the single most important asset for Adidas, it defines our brand.

“Our communication strategy moving forward will be relentless and aggressive storytelling, so that we can take our expression of sport to the next level.”

Glenn Cole, chief creative officer of 72andSunny, added: “We’re thrilled to work with Adidas not just because of their legacy, but because their goal is nothing less than reframing modern sports and brand marketing. They’re like-minded competitive partners and we’re excited about winning with them.”

Along with 72andSunny, Adidas will retain its long-term partnership with Carat of Dentsu Aegis Network as its media agency of record worldwide, while Johannes Leonardo, New York City, will continue to serve as the lead creative agency for Originals.