Campaign: Adidas and Sonny Bill Williams Go All In To #leaveyourmark

Campaign: Adidas and Sonny Bill Williams Go All In To #leaveyourmark

adidas has launched a social media campaign across Australia and New Zealand featuring brand ambassador, Sonny Bill Williams.

The #leaveyourmark campaign offers a rare insight into what motivates Sonny Bill and the dedication, commitment and resilience required to leave his mark and legacy on the world throughout his various achievements.

For the campaign, adidas worked with We Are Social to create three branded content films focusing on how the sportsman achieves his goals.

The key films were launched on Sonny’s social media channels and housed on the adidas Rugby YouTube channel, amplified with supporting content and teasers via adidas Australia, New Zealand, adidas rugby on Twitter, Facebook and Instagram.




“We’re very proud to sponsor Sonny and saw an opportunity to create a campaign that offers a rare insight into Sonny Bill the athlete and individual. Sonny inspires so many with his incredible drive and commitment to excel at everything he sets his mind to. We wanted to inspire his fans by celebrating such an incredible athlete determined to leave his mark on the world,” said adidas PR manager, Elizabeth O’Neill.

The #leaveyourmark campaign is directly linked to adidas global brand beliefs. “Just as adidas creates products that help athletes unlock their true potential, we wanted this campaign to do the same by showcasing Sonny’s inspirational will to succeed and giving people a platform to get involved in and feel like they belong,” said Oz Dean, creative director.

“By asking “how do you #leaveyourmark”, Sonny would start a conversation in social around this identifier.”



Agency – We Are Social

  •   Oz Dean – Creative Director
  •   Luke Ryan – Senior Strategist
  •   Colin Fairley – Account Director
  •   Max Mills – Account Executive
  •   Ray Phan – Designer
  • Michael Batistich – Head of Insights and Analytics

Production Company – Milk Money

  •   Ethan McLean – Director
  •   Matt Taylor – Executive Producer
  •   Charlotte O’Rourke – Producer

Sound Mixing – Sonar Music

  • Stuart St. Vincent Welch – Senior Sound Designer

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