James Harden‘s first spot with adidas is here, and it fits Harden’s persona to a T. Entitled “Creators Never Follow,” the spot features Harden as the singular figure we know him to be on and off the court, from his unique playing style to his unique sense of fashion. According to Harden and adidas, the commercial is all about being your own person, no matter what anyone else says.
“I’m really excited about my first commercial campaign with adidas and I love that this spot is true to who I am, my style of play, and represents how we’re going to disrupt the game, “ said NBA All-Star Harden. “My story is about being your own person — from how you dress to how you carry yourself. It’s simple; you’ve got to be true and genuine at all times. This campaign is all about that, and is just the beginning of what adidas and I will do.”
This is the debut of Harden as a frontman for a brand, and adidas does a good job of playing to Harden’s strengths and personality. It will be interesting to see where this campaign goes from here. The people at adidas probably would have preferred Harden’s season got off to a better start, but you can’t control everything in life.