#HereToCreate

Like an overwhelming wave, adidas Football hits the football summer, bringing a gust of inebriating energy and freshness. And it does it with style, by launching the Ocean Storm pack, which presents the top three football boots of the Three Stripes with new colorways, for all their versions. From the stadiums to the streets, from the shoe that will foot on the most prestigious pitches in the world, to the one that will be worn in the playgrounds and the neighborhood streets.

Right now, adidas' footballers wear three models of shoes, the brand new Nemeziz 17+ 360 Agility, the ACE 17+ PURECONTROL, and the X17. All are presented with a new design, Blue Navy/Turquoise for the first two, and Black/Yellow for the last one, that will be at some of the best world footballers’ feet. But adidas Football’s Ocean Storm pack marks more than just the kickoff of the new championships, as it’s the occasion for the Three Stripes to officially start the #HereToCreate project, that will bring adidas’ philosophy through the streets of Milan. 

nss sports

Tango Squad

Calciatori Brutti b2b Autogol

Calcetto Eleganza

#HereToCreate is something more than a mere hashtag, something more than a motto for a marketing campaign. #HereToCreate is a philosophy, started from the very heart of adidas Football that spread in the streets of Milan, inside of the played, lived, and thought football. It’s a forma mentis that wants to rewrite the way we intend the beautiful game by innovative contents made by the creators.
Being a philosophy, #HereToCreate has many ways to be interpreted and represented by four different collectives of the Milanese reality: nss sports, Calcetto Eleganza, Calciatori Brutti/Gli Autogol and Tango Squad.

nss sports represents the meeting between football, streetwear, and terrace culture that was a hit in the Nineties. A trend that is overwhelmingly coming back, as proven by the return of football from the stadiums to the streets, and the rediscovered value of football shirts aesthetic in the daily life.

Calciatori Brutti and Gli Autogol: a gust of fresh air in the conception and communication of the most beloved sports in Italy and the world. Memes, viral videos, exuberance, and the will to support a lighter and less exasperate vision of football; exalting values that are often forgotten.

"Not for sport but for fashion" is way more than a simple motto for the guys at Calcetto Eleganza, that found in the pleasure of soccer aesthetic and the cult of elegance and the satisfaction that comes out in their games. Football is beautiful only if the people who play it are beautiful too.

The Tango Squad represents football of tomorrow, and not only in a technical way. The boys that form it are the so-called Millennials, those who can both made the best tricks on the football pitch and post endlessly on social media, creating the prototype of the footballers of tomorrow.

The idea behind #HereToCreate is to tell all its possible faces, with online and offline activities and contents produced by the very realities that are part of it. The project is formed by multiple stages: the initial presentation and the launch of the project will be followed by the production of contents by the creators.
The apex will be at the end of this summer when, starting from September, an online HUB dedicated to the project will be open, where the fanbases will be able to follow the reveal of the contents and discover all the characteristics of the people involved. And then the launch of the first #HereToCreate football tournament, that will involve the fanbases of the realities and will be only the prelude to the creation of the first Milan-based league made by creators.