Publicis Groupe’s $500 million-plus 2025 shopping spree continues with the acquisition of Adopt, a global sports and culture-focused marketing agency established by former Nike executives David Creech and Josh Moore and U.S. sports agent and entrepreneur Rich Paul.
Adopt was founded in 2021. Headquartered in Portland, Ore., it provides branding and marketing services for sports, wellness, nutrition, tech, and consumer companies. Recently, it has produced work for Lululemon and The North Face.
Publicis has purchased the agency for an undisclosed sum.
In a statement, the French advertising network said the deal would strengthen its ability to “harness the power of athletes and sport to accelerate iconic and authentic cultural brand connections.”
Adopt will sit within Publicis’ Connected Media division, which includes its digital experience agencies, martech firm Epsilon, recently-acquired creator shop Influential, investment arm PMX, and Publicis Media.
It will continue to be led by Nike veterans Creech and Moore, who collectively bring more than 50 years of experience in brand, product, and experience design.
“Adopt is at the forefront of creativity, culture and human behavior–blending all three to deliver customer-centric brand strategies,” said Dave Penski, global chief executive (CEO) of Publicis Connected Media. “[Its] deep and multi-faceted expertise is invaluable to all clients seeking to define and modernize their brand at the speed of culture.”
Adopted by Publicis
Creech formerly spent nearly two decades at Nike, leading all aspects of Jordan Brand’s global design, including footwear, apparel, and retail. Along the way, he worked with athletes including Kobe Bryant, Michael Jordan, and Tiger Woods.
Moore, meanwhile, has an over 12-year career with the sneaker giant, responsible for Nike’s digital design efforts, including Nike.com, its training and running apps, and its SNKRS app.
As founder of Klutch Sports Group, which has operated under entertainment company United Talent Agency (UTA) since 2019, Paul is one of America’s best-known sports agents. He represents LeBron James, Anthony Davis, Draymond Green, Ben Simmons, and numerous other NBA stars.
“Sport is the greatest force in the world today–driving culture, commerce, connection, and community,” Paul said.
“The talent I saw in David and Josh combined with their experience in sport culture led me to believe we could take that and use it to make a real impact for global brands,” he added. “They have world-class expertise, and it’s proving out already based on Adopt’s major growth trajectory, which has skyrocketed in just four years.”
Adopt previously had a third founder in former Nike marketing exec Nicole Graham. However, she departed at the end of 2023 to return to the sports giant as chief marketing officer (CMO).