This spot kicks off the first episode in a rebranding campaign for adidas Basketball as they launch their simple, neutral 2023 collection that draws on the brand's foundation. Similarly, our music needed to support the journey of a young superstar returning to his roots (his love for basketball) as he wades through the distracting world of fame.

We were told that if our track sounded like an ad, we've failed. Our track needed to be artsy, but also attractive to basketball fans. We were tasked to create an evolving track that was tense, timeless, and relevant to many styles of music. Our track needed to adapt to the twists and turns of the story; we needed to develop disparate musical sections while keeping a common thread. In the end, we relied on rigorous sound design to craft a piece that built tension slowly and released into the easy-listening, Alton Ellis hit.

REMEMBER THE WHY is about adidas returning to its roots—the court, where adidas Basketball had its genesis. It's told through the collection, which is a radically simplified body of apparel and footwear; and it's told through the story of an unknown Hooper going from the height of success with all its distractions, back down to court where it's nothing but you, the ball and a hoop. The ultimate serenity, for anyone who loves the game. No hype, no category noise, just pure sport and authentic storytelling.

Debuted during the opening of the NBA season, REMEMBER THE WHY made waves in the basketball world by unapologetically standing in direct opposition to traditional sports advertising. Without relying on celebrity, flash or borrowed interest, the film connected with ball players in a genuine way, changing their perception of the brand from old and forgotten, to confident and timeless.

Since the film's launch, adidas Basketball has increased their market share in the basketball product business, created a new visual language that authentically tells the stories of their partners and products, in addition to reengaging fans in a more collaborative and inspiring way.

Not only did the film grasp the hearts and respect of basketball purists globally, but it also became the ethos of adidas Basketball, giving the brand a pathway forward. Because when you understand why you started in the first place, you quickly realize that impossible is truly nothing.