Adidas was looking to bolster its position in Canada by teaming up with soccer star Jonathan David for a local extension of its “Backyard Legends” campaign.
The latest chapter launched this week with a 30-second spot following the Canadian striker as he trains to face off against the “undefeated neighbourhood legends” featured in last month’s five-minute global hero video. platforms.
“Backyard Legends” kicked off in May 2026. The works stars Timothée Chalamet, Lionel Messi, Bad Bunny, Jude Bellingham and David Beckham as they challenge a seemingly unbeatable underground soccer crew in New York. The film celebrates the freedom of people enjoying the sport in their neighbourhoods and the lore that builds up from games held in their own streets and backyards.