Publicis Boosts Sports Marketing with Adopt Acquisition
Publicis Groupe has acquired Adopt, a sports and culture agency, to strengthen its connection to the evolving sports landscape. The acquisition brings Adopt's expertise in brand strategy, design, and digital experiences to Publicis Connected Media.
Founded by former Nike veterans David Creech and Josh Moore, along with sports agent Rich Paul, Adopt has worked with prominent brands like Lululemon, The North Face, and Visa. Creech and Moore will continue to lead Adopt within the Publicis Connected Media unit.
Integration to Enhance Sports Marketing Capabilities
This strategic move integrates Adopt's capabilities with Publicis Connected Media's resources in media, data, and influencer marketing. The acquisition reflects the growing demand for specialized sports marketing expertise as sports media consumption diversifies.
Adopt's client roster includes major brands and individual athletes, further solidifying Publicis's position in the sports marketing arena. The agency also supports Klutch Athletics, the sportswear brand launched by co-founder Rich Paul.
“Adopt is at the forefront of creativity, culture and human behavior — blending all three to deliver customer-centric brand strategies,” said Dave Penski, global CEO of Publicis Connected Media. “Their deep and multi-faceted expertise is invaluable to all clients seeking to define and modernize their brand at the speed of culture.”
This acquisition follows Publicis's recent acquisitions of digital performance marketing agency Dysrupt and identity solutions firm Lotame, demonstrating the company's continued investment in strategic growth.
