In 2023, adidas Basketball introduced the AE 1, the inaugural signature shoe for NBA star Anthony Edwards. Jeph Burton and Hunter Hampton helmed the launch of the “Believe That.” campaign—a campaign crafted to mirror Edwards’ unwavering confidence and dynamic presence both on and off the court.  
Directed by Onda, the campaign’s films are set in a distinctive “peach world,” symbolizing Edwards’ Georgia roots. This vibrant backdrop serves as the stage where Edwards’ authentic personality shines, aiming to inspire the next generation of athletes to believe in their potential. 
The campaign’s visual language, developed in collaboration with photographer Jack McKain, emphasizes simplicity and authenticity, resonating with audiences and reinforcing adidas’ commitment to innovation and individuality. 
Accolades:
Cannes Lions 2024: Bronze
Clio Sports 2024: Silver 
Sneaker of the Year 2024
The “Believe That” campaign not only marked a significant milestone in Anthony Edwards’ career but also reinforced adidas Basketball’s dedication to supporting athletes who embody confidence and originality.