W杯特集：adidas vs Nike【前半戦】『BACKYARD LEGENDS』の深層

#38 | いよいよ開幕するFIFAワールドカップは、地球上の約15億人が同じ映像を同時に目撃する巨大イベントだ。通常のテレビCMでは決して届かない規模の「文化的同時性」が生まれる瞬間。そんな環境で"勝つ"ために、スポーツブランドもまた「4年に一度の決勝戦」に挑んでいる。今回は、大会オフィシャル・パートナーであるadidasが公開した映像『BACKYARD LEGENDS』を、クリエイティブの視点から語る特集の1st Halfをお届け。過去にNikeの仕事に関わってきた二人がadidasとNikeのクリエイティブを徹底解剖する、クリエイター／マーケター必聴の第38回。

【Adidas: BACKYARD LEGENDS (2026)】
https://youtu.be/mJJY53qhJe0?si=v0PXzxDNwLjBy2ik

【Nike: White The Future (2010)】
https://youtu.be/igUF8Aa2OL0?si=uNzTAEd8eHShRRL7

エピソードの中で言及したビジュアル情報を、インスタグラムにも投稿しています。ビジュアルを見ながら聴くと、さらに楽しめるので是非フォローを💪

THE "CREATIVE" UNITED | Instagram
https://www.instagram.com/the_creative_united/

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いよいよワールドカップ開幕直前／寝れない日々がやってくる／過去にNikeの仕事に関わってきた二人／adidas vs Nike特集の前半戦／今回はadidas『BACKYARD LEGENDS』を徹底解剖／公開当日に株価が3%上がるほどの影響／2010年の名作Nike『WRITE THE FUTURE』はどう作られたのか？／監督は名匠アレハンドロ・ゴンザレス・イニャリトゥ／予算は20~30億以上／Nikeの広告を支えてきたワイデン+ケネディ／Kitさんは東京の共同代表を務めた／バズ広告の先駆け／創業者ダン・ワイデンが築き上げたメソッドとは／全てはステートメントから始まる／『未来を書きかえろ』とはどういうことか／ステートメントを練るのに1年以上かける／つくりかたは時代の変化に合わせて変化する／『BACKYARD LEGENDS』はとてつもない作品／時代の寵児ティモシー・シャラメを起用／A24のマーティ・シュプリーム主演／カイリー・ジェンナーの彼氏／ニューヨーク・ニックスの大ファン／カルチャーとスポーツをつなぐ存在／ラミン・ヤマル、ジュード・ベリンガム、トリニティ・ロッドマン、リオネル・メッシ、バッドバニー／生成AIを活用したVFXスタジオ・Untold Studios／無気味の谷を超えた／Nike化するadidas／ストリートの文脈を取り入れる／Versusが発表した意識調査で圧勝したAdidas／メッセージは『You Got This』／ローカルヒーローに脚光を当てる／子供時代の気持ちを忘れるな／スペイン系エージェンシー・LOLA USA／ガルシア・マルケス的ナラティブ／マジック・リアリティ／口伝で伝わるナラティブはSNS的／ドイツ代表のメンバー発表映像との共通点／ワールドクラスの選手たちも同じ壁にぶつかってきた／クリエイターたちも溶け合っていく／”ローカル”にどう入り込んでいくか／ケンドリック・ラマーの普遍的ナラティブ／パーソナル・ストーリーだからこそ伝わる／半径5mが世界の真理／ローカルヒーローとアスリートの対決構造が何を示しているのか／Nike『Rip The Script』にフォーカスする2nd Halfもお楽しみに！

Hosted by
伊藤直樹 (PARTY代表 | Creative Director)
濱田小太郎 (Editor)

Cover Visual: kuno.fell.asleep
Sound Design: 村井 智

🏟️ご意見やご感想はコチラまで
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#思暴

Transcript

SPEAKER_03 0:53

I'm not going to be able to do it.

SPEAKER_00 4:56

So this n'a sounds got televishi much television because she mutte Hoton Dregay. So no camp side of the title rides the future. Sekoštara mo se kaijun nade. Kido shpahtara Shoji ki hai gyoshekum. Nada hodal. Ano, ezonans kedo. Ezonansio. Hi. Inari to sani a primite moralutamin o statomento. Hmm. Korne ich. Majiska. So you grei, Jonetso Kakim. Ma kono yarikata tinowa ar showing and the kinedi way dashi told no naikino yarikata. Tada skochi kono yarikata wa imano jida nyo. Ko yuni era nine. So kali muzikam kokari shiri mitao to nasko. Uh pari naga net imate bam net to differigans kasabete. So natoki ni pretty ko daju thanika statomento mitaino mirikai tinoa. Machim dum no sono jigo than the bandukika mo. Hi. Man, son nani naisi. Nice na mohaya. Uh that sono srogan tino doko de mikakirino katito. Amarisono daaijuga than no srogan, mikakiru kika naijaniska. Mm tashai. Soyuri mo motok, chikomito yuka, tik tuk to ka instotokade ko, shhtokara shto it'stawa tikumu de so kun no nanti no gana. Kotobano undu kanga chotoko sunujidaini sotta ikatato patino alkara.

SPEAKER_03 8:47

Nahoto.

SPEAKER_00 8:48

Masoimi de dondo makawatiritokoskane. Skori katmone.

SPEAKER_03 8:53

Konka ma oks wadainata nuka. A didasuga hapyosta Pakya do reginsuwa de Koreskoyo. Koresko, Tapun name mokono kitazit time. Koreskoyo. You eye mambu kunanka wa for naike we did asgaya tanati hu ni sugo whataska tisa tekini uniform there, makuno is and told your my toca belling game to ka masso national and uh uniform kakirati isaigo ni timosi salame salamet is kahura ni ma humping coca sala tattu nagale the kore mone hontoni mati salame kioste makarewa kodosi tomatis primitive eight twenty four no it's a natainsteankeno and no kaigenna to skiat de neo cnix uh no fanan de fronto ro de kaigena to each i just a sports to caruchao, masasko dan stadiona ato Timoshi shadami kioste no eto madia, myta at a belling gum, at a madomanti, basket prayer, no this roddomanzuano America dayo no sacka pre anzone. Oh godete kite sarani kameo to ste meshi atabadobani so ste eto mabu exide wakaito kino, gidanto bek kamuto depiero, katete kru dana si gosugi. Ha sui koriva.

SPEAKER_00 11:08

S I de gakshir s te mantordo uhios at masoy rondon yi and we fix no stagioga. C se o skalko to you made kekosono bookimi notanyo koitrika huntunishizen disun eh. She's in this o. So, so so yo kitanatisne.

SPEAKER_03 11:32

N'to natural So that karane makoita my stutokin a wadainkaidasoga naike adidas in nat de Sariga onte kawaka jikasoga kuyogo kasta, doka uh no, ktasokina zikin dotar, nattifinia kigigasinos.

SPEAKER_00 11:51

Ya so la adidasga naike kashte naike mata chiga hokunitiritti, soik. So and this yo. Naga zuri tirukanji, ikokonan. Siki siki gazuleta kanji. Adidasuno iniumun hapyomo chotoko stori tono senta kumuno hoshtri mitai nako misekato. Aye. Pitchino wide anakti katio, hontonisise no machino naka de o kiti kototio no kiri totti kuyona. Who shall respondan de adidaswa? Hun layo pitchino wien koto dozo te areunda geto, kono shutinoa storito nite. So kakini di tatto yuka. Ari shiso kono ima the naikika topte tatogoro tori kita. Taska naike.

SPEAKER_03 12:53

So nyi codano my basa ma no so ato hit to bordo to kara or to yagete ego you mean a media garden skito. Hi Koreaga bordu, is anyonsa kala, sanje yon sa no, ma she said I fan tachi send ni is kichoso sati happy sat. There, my wordison wakai said, Ma Korecara, ma zet my word is it to sedate what me at the sports brando takinha socono payote grammi chamishha di carela do fini to write the cutinoga kekko mi bike cutela t so you wakai said a shin safanta chiga, who to bored them to make your cunarando, nana juch pasento, nch toba cotite dance.

SPEAKER_00 13:47

Yeah, c'd seeo yo.

SPEAKER_03 13:51

Adi dasaga, saiko no kito skuti to kaito sta, ni lo kupa sent on soga, a srit onj yoga sai kio that to you in yoka sito. Kritito tinuka, huntoni say at nike data tomosket oh. Moha mosakonichaku handle magi sanyok tate. Uh so kuga hontoni eto naike das in the honey, fangitir tinoga. No, akila can saretano. Saretayona, machosa kekka dito. You can do that snee Korene hi.

SPEAKER_00 14:29

I did a scootashi and muzehi meetin I got a meetupin' skedo. Hm writes of future mitana e message.

SPEAKER_03 14:40

You got this.

SPEAKER_00 15:04

So no you roh, jimentajika chi chay to kini, hm storito de sakasteita muteki no stotachiga ites. So no mutekino, she se no stotachini, topasuri to ga yidon dewa katena kozo gens. So, yeah? So kati to some bakya do legends nan. Uraniwa de kodomano no koroni, asobi handbondea teita ano kimochiga omoshirokata ano kimochiga sai kyo dati. Ano kimochio asurin nati odansore. Hm te pasito hagemashtensio. Hmm na hole. Tanoshkata tate sho. Darikano maneoshte jidan no maneoshte. Manase yrure toshte. Hm mi taina. Ano toki gasikoi tanoshika tajante. Taina. Kotunas. Muteki nansio, son kozo yo kekonjo.

SPEAKER_03 16:05

Nada holdan hodu.

SPEAKER_00 16:07

So callene yokene rarete mosyokon kakon. Marsei rude today. Jidanga no karitas. She mustukan negon damita. Dina sakino. Why they and under Kennedy way de state on to katamete karakya kun hai tegun this yo. The Korewa Bokwa Kunka, why then kennedij and akterora titukonans kedo. Hi. Marate American spankeno agencyansio. Uh the upanebokwa garushia marukis tekina tets tetsuakats. No, naka, fonto any nomia de Hanashtiri mitina story no tsumika zan so tada. Forega Tetsukak tiki Janai kara Amari Mazoginasio. Nijju can ginsai, ko youho indisio.

SPEAKER_03 17:34

Taskani. Taskani karasi amarikesno arisan the magic curiariti janasicuri naso. Kiden de tiny, un tokado ka karana e story ka dun no hirokatite so leganika. Kankas oni obite kumitaina. Tokoroga, aris on aimano, neso chin to sta, shia thatokali posto. Uh so you toko, na storytelling guto attirigenekati hanashia sugokunaga to the girika.

SPEAKER_00 18:09

So, call show bungagut you kasa ma are so then nasaso de arisola mitina tokoro situ ka. Darisimo sa, formon nojidana menomaniya water marse to no kita jeniska.

SPEAKER_03 18:22

You mean sort of eh?

SPEAKER_00 18:23

Uh the jidan negunja to saw you so episodons. De Antokitanoshka Tajan Daga, you got this Anta de Giru Tehagi Mash the water.

SPEAKER_03 18:47

Sebalasisunanka, Zenkaino, Hanashim Bodita Ano Wara Kapinos. Member Hapio Ezo Arjanskar. Are the anoits ga? Hi tita yarika. Ano so is in a sensi no, kodomo coroni puesir, ezo to overlap susika. Ah, so this gote, boca emitida mut so so so motano ga Nancasono Kokonita Doritskima Dini. So ne ima Presir, Kotaso Nazio Namisaka, what I do tested it to me in Skishatika. Don't the hero caste, Icon Kasite, Acoare aspiration Aspiration, Timonanka, Sakuna, Tosen Gibinta Sonazio and a Kurog at deventasonazon a cabin beside Sonoke car, Tokura method, matariman kuto, a lotamete, to temananka, emotional she exerted car.

SPEAKER_00 20:11

Emotional approaching under so it's no fashion and shit it's a walk and me.

unknown 20:22

Hi.

SPEAKER_00 20:23

Tidatanda kid all why they are not eat to Kajatskut tea. Hi, hi. So nochi. So approaching Tuskani.

SPEAKER_03 21:53

Oh, my so you gangitana, doors or chicken under meeting, not did it to colour no current. Oh, a guy tariff, carreno, here couldn't kick a kinetarible nanskido. Umcasono sorregar, single person in a story that you developed. Oh so the hunting is personal in a story in an equato, details, can't you at a chig machine like oh, on as you cotochiga, I should not stay carrier shaggy time, Hanashiga.

SPEAKER_00 23:01

Ah no, Hanke Gomet or the October Kutuvadas, one Nakanjina So the snee nah. Kekone so taking at one. So no America Europe.

SPEAKER_03 24:10

So you hate it, I new kekko arjineska. Umso, eh? So so so there's no or she has made us do at the home source.

SPEAKER_00 24:36

So I did a stin was old as she so dent was children given to solar she. So tangent monode.

SPEAKER_03 25:30

So you got to do it. Oh, you can't say that.

unknown 26:11

Hi.

SPEAKER_03 26:13

Hi, the hi Kohamo, Otanasim State Mato. If you know Motemasano de Bangamia Foroste, Minasa Chicaino, Tsodo Matikasito. Hi, take concaimo Ito them asha.

SPEAKER_00 26:25

Hi, I don't shop.