Marketing firm Publicis acquires Adopt, sports agency established by Rich Paul and former Nike executives.
Get Ready for Publicis Groupe's Culture-Shaking Rampage in the Marketing World
Here comes Publicis Groupe, ready to drop some serious dough - a cool $800 to $900 million - to be precise, on a 2025 shopping spree that's more akin to a post-halftime show performance than your average shopping trip!
The latest stop on this unstoppable spending spree? Adopt, a hip, culture-centric marketing agency that's taking the sports marketing world by storm. Founded in 2021 by former Nike executives David Creech and Josh Moore, along with US sports agent extraordinaire Rich Paul, Adopt has been winning hearts and minds in the sports, wellness, nutrition, tech, and consumer industries with its branding and marketing magic.
Based in Portland, Oregon, Adopt has already left its mark on companies like Lululemon and The North Face. What's more, this powerhouse team brings over 50 years of brand, product, and experience design expertise to the table. And you better believe they'll be putting that knowledge to good use within Publicis, where they'll be nestled within the Connected Media division.
But who exactly are these folks, you ask? David Creech, for one, spent nearly two decades at Nike, leading all aspects of Jordan Brand's global design, from footwear to apparel, and even retail. His resume boasts collaborations with A-list athletes like Kobe Bryant, Michael Jordan, and Tiger Woods. Josh Moore, on the other hand, has over a 12-year career at Nike under his belt, overseeing the digital design efforts for Nike.com,training and running apps, and even the popular SNKRS app.
Now, let's not forget about Rich Paul, founder of Klutch Sports Group, which operates under entertainment company United Talent Agency (UTA) since 2019. He's one of America's best-known sports agents, representing LeBron James, Anthony Davis, Draymond Green, and numerous other NBA stars.
So why did they decide to join forces with Publicis? Well, as Paul puts it, "Sport is the greatest force in the world today – driving culture, commerce, connection, and community." He believes that the combination of expertise and talent at Adopt will allow them to make a real impact for top global brands, a belief borne out by the agency's meteoric rise in just four years.
And the Adopt acquisition isn't just a one-off deal for Publicis – they've already spent a whopping $1.5 billion on M&A over the last six months, snapping up data company Lotame, Influential, Mars United Commerce, and BR Media, to name a few. With another $800 to $900 million earmarked for M&A in 2025, it seems that Publicis is hell-bent on dominating the evolving media landscape across first-party data, production, digital media, and innovative technology.
One thing's for sure – at this rate, we can expect nothing but explosive growth and groundbreaking developments from Publicis in the coming years. And as for Arthur Sadoun, CEO of Publicis Groupe? He's as confident as ever, despite the tariff headwinds that have shaken the markets. So hold onto your seats, folks – it's gonna be one hell of a ride!
- Publicis Groupe, on a shopping spree worth $800 to $900 million, has adopted Adopt, a marketing agency known for its impact in sports, wellness, nutrition, tech, and consumer industries.
- Founded by former Nike executives and sports agent Rich Paul, Adopt has left its mark on companies like Lululemon and The North Face, and brings over 50 years of brand, product, and experience design expertise to Publicis.
- Rich Paul, with a reputation as one of America's best sports agents, believes the combination of Adopt's expertise and Publicis' reach will allow them to make a significant impact on top global brands, given the agency's rapid rise in just four years.
- Publicis continues to show its commitment to growth and innovation, having spent $1.5 billion on M&A over the last six months and planning to spend another $800 to $900 million in 2025, amidst tariff headwinds in the market.
