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Key Takeaways:
- Publicis Groupe has acquired Adopt, a fast-growing creative agency rooted in sports and culture.
- Adopt brings brand strategy, identity, and product design expertise under Publicis Connected Media.
- The deal signals growing ad industry interest in agencies with deep cultural and creative fluency.
Publicis Groupe is diving deeper into the world of culture-led branding with its acquisition of Adopt, a fast-growing agency.
It was founded by former Nike executives David Creech and Josh Moore, along with Klutch Sports Group CEO Rich Paul.
Headquartered in Portland and launched in 2021, Adopt has carved out a niche helping marketers build modern, culturally relevant brands at the intersection of sport, design, and technology.
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“Sport is the greatest force in the world today — driving culture, commerce, connection, and community,” Paul, whose bet on the creative strength of his co-founders has paid off with the agency’s rapid rise, said in a news release.
“The talent I saw in David and Josh combined with their experience in sport culture led me to believe we could take that and use it to make a real impact for global brands," he added.
Publicis’ move is a testament to the growing demand for ad agencies to have a keen eye for both creative execution and cultural relevance.
A Cultural Play with Marketing Muscle
Adopt will now operate within Publicis Connected Media, expanding the holding company’s capabilities across media, digital, CRM, commerce, and influencer marketing.
“Adopt is at the forefront of creativity, culture and human behavior — blending all three to deliver customer-centric brand strategies,” Dave Penski, global chief executive of Publicis Connected Media, shared.
“Their deep and multi-faceted expertise is invaluable to all clients seeking to define and modernize their brand at the speed of culture.”
Adopt’s team, led by Creech and Moore, brings deep credentials to the table.
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Creech led branding for Nike and Jordan, working with iconic athletes like Kobe Bryant and Michael Jordan.
Meanwhile, Moore helped launch the Nike SNKRS app and Apple Watch integrations during his time at Nike, Apple, and Google.
Overall, Adopt will retain its leadership structure and continue supporting global clients with strategy, identity, and product design rooted in sport and human behavior.
Its addition gives Publicis an edge as brands pursue deeper emotional resonance with consumers, particularly in youth-driven and sports-powered markets.
In other acquisition news, PepsiCo previously announced its move to expand in the beverage market with the $1.95B acquisition of Poppi.
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