The annual adidas brand campaign is always a major highlight, crafted to deliver a powerful message through strategic music placement. For 2025, adidas wanted to celebrate the friend, the coach, the support system behind the athlete. We tried many different songs, across all styles and genres.

Working with adidas, Record-Play led the sync licensing process, exploring countless tracks across genres to find the perfect emotional fit. The winning choice: “I’m Sticking With You” by The Velvet Underground, reimagined by James Blake.

Bringing this rework to life required close collaboration with rights holders, artists, and stakeholders. Record-Play’s music supervision and sync licensing expertise ensured every element aligned with the campaign’s creative vision. The result is a powerful fusion of sports and music, proof that the right track can amplify a brand’s story.