PUBLICIS CONTINUES ITS $500 MILLION 2025 SHOPPING SPREE WITH THE ACQUISITION OF ADOPT AGENCY!
Publicis has acquired Adopt, a global marketing agency focused on sports and culture, founded by former Nike executives David Creech and Josh Moore, along with American sports agent and entrepreneur Rich Paul.
Adopt was founded in 2021. The agency provides branding and marketing services for companies in the fields of sports, health, nutrition, technology, and consumer goods.
Publicis acquired the agency for an undisclosed amount.
In a statement, the French advertising network said that the acquisition will strengthen its ability to “leverage the power of athletes and sports to accelerate the creation of strong and authentic cultural connections between brands and consumers.”
Adopt will continue to be led by former Nike experts Creech and Moore, who together bring over 50 years of experience in branding, product design, and user experience.
MADWELL IS SHUTTING DOWN. READ THE EMAIL CEO CHRIS SOJKA SENT TO STAFF!
Independent marketing agency Madwell is no more. After months of financial distress, allegations against its leadership, furloughs, and a lawsuit from the New York Times.
CEO Chris Sojka confirmed the news in an email to staff on Wednesday evening, after telling Bank of America on Monday that the agency would have to cease operations owing to the “magnitude of the debts” it owes.
“Madwell will be ceasing operations at 11:59 pm tonight. A small team will work to unwind various aspects of the business over the next 2 weeks, tending to the obligations they are able to. The past two pay cycles (4/15 and 4/30), as well as reimbursements, will be paid out from our final receivables. We will be covering health benefits for all Madwellians until the end of May.”
Chris Sojka and David Eisenman co-founded the agency in 2010.
NIKE SPARKS BACKLASH FOR ‘NEVER AGAIN’ ADS AT LONDON MARATHON
The brand has faced criticism following reports of rising antisemitism around the world.
Nike is facing backlash for using the phrase “Never Again” in ads displayed during the London Marathon.
The phrase “Never Again” is commonly associated with Holocaust remembrance and is used as a pledge that such atrocities should never happen again.
Nike’s billboards, aimed at participants of the 2025 London Marathon – which included over 56,000 women and men – featured slogans like “Never again, until next year” and “Never again, see you next year.”
“It was never our intention to offend anyone, and we apologize if we did,” said a Nike spokesperson. “The London billboards were part of a broader campaign called ‘Victory isn’t comfortable,’ based on insights from runners and designed to motivate them to push beyond their limits.”
“The series of billboards with slogans such as ‘Remember why you signed up,’ ‘This is damn hard,’ and ‘Never again until next year’ were placed along the race route to inspire runners, and the wording was based on phrases commonly used by runners,” the spokesperson added.
The backlash comes at a time when antisemitism is on the rise globally. A 2025 study conducted by the Anti-Defamation League and Ipsos found that 46% of respondents across 103 countries and territories held antisemitic views. The research also revealed that 20% of respondents had never heard of the Holocaust, and fewer than half (48%) acknowledged its historical accuracy.
The company has recently been on a mission to reverse declining sales and reclaim its marketing influence. In the last quarter, Nike’s revenue dropped by 9% compared to the same period last year.
Following its Olympic campaign, Nike in February aired its first Super Bowl commercial in 27 years, titled “Then Win,” featuring female athletes and narration by rapper Doechii.
