Publicis expands sports marketing reach with acquisition of Adopt

Publicis Groupe has acquired Adopt, a rapidly growing sports and culture agency based in Portland, Oregon, in a move that signals the company’s deepening focus on the intersection of sports, media, and brand strategy. Adopt, founded in 2021 by former Nike executives David Creech and Josh Moore alongside sports agent Rich Paul, will now operate within the Publicis Connected Media division.

The acquisition, whose financial terms were not disclosed, is part of Publicis’s broader strategy to enhance its specialized capabilities in media, data, influencer marketing, and commerce. Adopt brings expertise in brand identity, design, and product development, having worked with notable clients such as Lululemon, Visa, The North Face, and athletes including Anthony Edwards and Chloe Kim.

The integration comes at a time when sports marketing is undergoing rapid change, with traditional broadcast models shifting toward streaming platforms and growing advertiser interest in areas like women’s sports and collegiate name, image, and likeness (NIL) deals. Publicis recently launched Women’s Sports Connect, an investment initiative targeting the expanding women’s sports market, reflecting this trend.

Creech and Moore will remain in leadership roles at Adopt, continuing to drive the agency’s creative output. Their combined experience spans more than five decades, including leadership roles at Nike, where they developed major campaigns and platforms such as the Nike SNKRS app and Nike Apple Watch. Creech also led branding for marquee athletes like LeBron James and Tiger Woods, and managed global campaigns tied to events like the Olympics and World Cup.

The agency also supports Klutch Athletics, a sportswear brand launched by Rich Paul, co-founder of Adopt and founder of Klutch Sports Group. Paul emphasized the strategic potential of combining elite design and marketing talent with deep connections to sport culture to build globally relevant brands.

This acquisition adds to a string of recent moves by Publicis to reinforce its portfolio, including deals with digital marketing firm Dysrupt and identity solutions provider Lotame. The group reported 4.9% organic revenue growth in the first quarter of 2025, though executives have signaled caution due to potential client cutbacks tied to economic headwinds.

By bringing Adopt into its network, Publicis aims to capitalize on the cultural and commercial power of sports to help brands forge more relevant and enduring connections with audiences.