BITE Insight

For this year’s World Cup, adidas and iris chose to focus on creativity, placing it at the heart of their content series #HereToCreate. This film sees adidas Football and two of the game’s best known stars Create Respect.

Starring David Beckham and Zinedine Zidane, the video shows the two describing each other, demonstrating the level of respect these players have for one another both on and off the pitch. They praise character, a left foot and a right foot, as well as a few incomparable aspects like Zidane’s World Cup medal and Beckham’s untouchable hair.

The underlying message is one of respect rather than pride, admiration rather than arrogance. It is about the love of the player as well as the game and helps to cement the importance of appreciating your opponent.

#HereToCreate was the content series created by Iris for adidas during this year’s football World Cup, which saw France crowned winners in a thrilling final against Croatia.