adidas x Anthony Edwards | AE 1 Campaign

UNLEASHING THE NBA’S BIGGEST ANT-AGONIST. adidas Basketball was chasing a Nike-dominated league. Following the conversation would only widen the gap. Enter Anthony Edwards—joyful, unfiltered, impossible to ignore. We turned his attitude into a rallying cry: Believe That. Then we “Ant-agonized” the calendar—dropping content into culture as it happened. Albums. Fashion weeks. Playoffs. Over 30 preactive pieces later, we didn’t follow the conversation—we caused it.