adidas Social Storytelling – Sergio: 20 Years of Imagination

In the lead-up to the 2019 PGA Championship in New York, adidas wanted to celebrate the 20 year anniversary of their sponsorship of golfer and recent Masters Champion Sergio Garcia. To commemorate the moment, the brand was releasing an updated version of the shirt he wore when he burst on to the global stage at the same tournament twenty years earlier. It was a round during which he hit one of the most famous recovery shots of all time. When he found his ball resting dangerously up against the roots of a tree, Sergio closed his eyes, took a full swing and somehow managed to find the green – the perfect expression of creativity, adidas’ central brand pillar.