Adidas today unveiled its new multi-dimensional campaign – “Create Positivity” – the latest chapter of the Adidas Sport17 brand campaign comprising of a 1:15-second hero film, a series of six digital film vignettes, as well as on-the-ground grassroots activations in five cities.

The “Create Positivity” films shine a spotlight on how athletes change the conversation in their sport by using their creativity to bring about positivity. A single act of creativity can bring rival teams together and unify athletes against a cause.

The newest chapter builds upon the narrative of recent launches, Unleash Your Creativity and Basketball Without Creativity.

“We are the creator sports brand,” said Ryan Morlan, adidas’ VP of Global Brand Communication. “We believe that creativity is how you make a difference in your game, life and world. We want to change the conversation of sport today by inspiring athletes to ignore the norm and use their creativity to spark a movement and shape their own realities."

The hero film, “Create Positivity” will premiere on ESPN tonight during the 2017 ESPY Awards and will air multiple times on ESPN and the NFL Network. From there, six video vignettes highlighting six sports StreetballSoftballSoccerFootballBasketball and Baseball will run on multiple digital channels. This activation is built on a customized media mix that allows for personalized storytelling and a mobile-first mentality.

Check out the new "Create Positivity" tv spot, as well as others, below.