Publicis Groupe announces the acquisition of Adopt, a global sports and culture‑centric marketing agency founded in 2021 by David Creech and Josh Moore—both former Nike leaders—alongside high-profile sports agent Rich Paul. This strategic acquisition strengthens Publicis’s foothold in the sports-marketing domain by adding a specialized agency equipped to harness athlete influence and cultural storytelling at scale.
Strategic Objectives
- Expand Presence in Sports & Culture: Adopt specializes at the intersection of sports, athlete partnerships, and cultural relevance. The acquisition allows Publicis to tap into sports as a powerful medium for authentic, emotionally resonant engagement.
- Deepen Athlete & Brand Collaborations: Adopt’s team has developed campaigns for major global clients and built strong connections with athletes including Anthony Davis, Dwyane Wade, and Lewis Hamilton. Integrating these relationships enhances Publicis’s ability to deliver impactful activations.
Deal Highlights
- Integration into Publicis Connected Media: Adopt will operate within Publicis Connected Media, uniting media, data, digital, commerce, CRM, and influencer marketing to provide comprehensive, cohesive client service.
- Leadership Continuity: Founders David Creech and Josh Moore will continue leading the agency. Rich Paul remains involved through collaborations via his Klutch Sports Group.
- Financial Terms Undisclosed: The monetary terms of the acquisition remain confidential, though it follows several strategic buys by Publicis this year.
Market Context
Adopt’s founding trio brings strong credentials. Creech and Moore bring experience from Nike and Jordan Brand, while Rich Paul is a leading sports agent known for representing elite talent. This acquisition reflects broader industry trends: sports as dynamic content platforms, athlete-driven storytelling, and expanding opportunities in women’s and collegiate athletics.
With this move, Publicis builds on its acquisition strategy aimed at boosting data, technology, and specialized services. Adopt complements earlier additions in 2025, including investments in data management and media companies.
Implications
- For Publicis: The acquisition bolsters the group’s sports marketing division, allowing it to offer seamless campaigns rooted in cultural insight and athlete connection—enhancing its appeal to brands seeking authentic engagement.
- For Clients: Brands now benefit from Adopt’s athlete networks, IP access, and creative direction, enabling more genuine fan connections and deeper loyalty.
- For Industry: The transaction highlights the growing demand for niche, sports-focused marketing capabilities within integrated agency structures. It reflects a broader trend of combining specialist knowledge with global infrastructure.
Next Steps
Adopt will fully integrate into Publicis Connected Media, gaining access to expanded resources in media buying, data analytics, digital capabilities, and CRM. With leadership remaining in place, the focus is on client onboarding and scaling operations across global markets throughout the remainder of 2025.
