The Adidas NMD and Hardcourt "Transmission Pack" was designed for an audience that thrives on remixing the past and driving culture forward. Our "Creativity in Process" campaign celebrated the evolving nature of our target demographic, who constantly reshape their identity and interests. Rather than viewing this fluid identity as a challenge, we embraced it, creating a platform that celebrated the journey of self-discovery and invited our audience to participate in shaping its narrative.

The campaign's ethos perfectly aligned with our partnership featuring Saints running back Alvin Kamara, whose distinctive style—from his twisted hair to nose rings and gold grill—embodies authentic self-expression. As one of the NFL's most unique personalities, Kamara's unbeatable mindset and creative approach to both the game and life makes him a natural ambassador for the brand's message of individuality and cultural innovation.

Firstborn, Champ Sports, and Adidas Originals collaborated to transform Kamara's pre-game ritual of walking to the stadium into a powerful story about community and authenticity. Director Jordan Hall captured this journey through the streets of New Orleans, featuring local talent and a traditional second line brass band. The resulting film series goes beyond typical sports marketing, documenting Kamara's genuine connection to his adopted hometown and showcasing how the city's rich traditions and supportive community fuel his daily life. Through this lens, we portrayed Kamara not just as an athlete, but as a source of inspiration for New Orleans' youth and a testament to the power of staying true to oneself.