It’s no secret that Adidas and Nike have been duking it out like Ali-Frazier for marketing dominance at the World Cup. But while Nike seems to be stealing plenty of thunder thanks to “Write the Future”, its rival is opting for a way more subtle approach with the help of 180 Amsterdam.
The agency along with African artists Paul Kasemwana and Espoir Kennedy have unveiled “Adidas LIVE Quest”, an effort that captures pivotal moments during this year’s tourney via paintings from the aforementioned pair. The U.S. team’s post-goal celebration above is just one of 32 paintings from Kasemwana and Kennedy. Each will be made available for auction on eBay and all proceeds raised go to Nelson Mandela‘s 46664 Foundation.
And as if we needed more proof about the Adidas-Nike feud, the pitch that was sent to us regarding this campaign reads like this: “As an antidote to Nike, Adidas celebrate the present. And in a humble way with two African painters. Not a big name Hollywood director.” You can check out more Adidas “Quest” paintings after the jump.