“Remember the Why” marked a bold new chapter for adidas Basketball—a global reintroduction built not on hype, but on heart. Under Jeph and Hunter’s creative direction, the campaign re-centered the brand around a powerful truth: every athlete, at some point, must return to the reason they fell in love with the game.
The campaign launched with a minimalist, premium apparel collection—The 2023 Collection: Chapter 01—and an award-winning brand film that followed a player’s emotional journey through distraction, fame, and ultimately, rediscovery on a quiet court. The work tapped into a universal athlete experience, grounding adidas in authenticity and purpose.
The film received the Grand Clio Sports Award, and the overall campaign helped redefine adidas Basketball’s tone and creative identity, setting the stage for future chapters built on truth, simplicity, and soul.
Accolades & Awards:
Ad Age A-List & Creativity Awards – Campaign of the Year Finalist
Clio Sports 2023 – Grand Clio, Film Craft: Sound Design
Clio Sports 2023 – Silver, Film Craft: Direction
Clio Sports 2023 – Silver, Film: 30 Seconds to 60 Seconds
One Show 2023 – Merit, Film Craft: Editing
Shots Awards 2023 – Winner, Best Use of Sound Design