New York – Adidas has partnered with pop star Pharrell Williams on its new Don’t Be Quiet Please campaign, which encourages young people to play tennis. Adidas and Williams will work with Brooklyn tennis club Court16 and non-profit-making organisation Horizons to create scholarship programmes aimed at children and teenagers from underprivileged backgrounds, and have pledged to help fund the restoration of a tennis court in the city through the New York City Department of Parks and Recreation.
The video for the campaign, which also features Williams’ first performance collection with Adidas, subverts the umpire’s traditional announcement of ‘quiet please’ to advocate a new age of tennis. ‘New York has never been good at keeping quiet,’ Williams tells the audience. Pieces from the collection will be worn by players including Garbiñe Muguruza and Angelique Kerber.
Brands such as Adidas are demonstrating their sense of civic duty with new initiatives designed to support the local community. For more, see our Civic Brands macrotrend.