Angelo Maia is an Executive Creative Director
with a passion for ideas that echo in culture
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“ADIDAS STOLE THE SHOW 
WITH AN IDEA DESIGNED TO, 

WELL, STEAL THE SHOW”
Variety

In 1973, Billie Jean King played the most important tennis match of all time: The Battle of the Sexes. She changed the male-dominated establishment in a pair of blue adidas. 
For the 45th anniversary, adidas could have re-released her shoe. But that’s not how BJK would do it. She prefers to change things.

Shot by Nadia Lee Cohen.10x Cannes Lions
1x Cannes Titanium Shortlist
1x One Show Best In Discipline
8x One Show Pencils
7x D&AD Pencils
9x Clio Awards
3x ADC Cubes
1x ANDY
Ad Age’s Experiential of the Year



“BJK MADE HER MARK ON HISTORY, NOW SHE’S MAKING HER MARK ON YOUR SHOES”


Creativity


We started changing adidas’ most iconic models. And at the US Open, we invited everyone to BJK their shoes — no matter what brand.





 

“THE SHOES FEATURE THE ICONIC BLUE 
BJK WORE TO BEAT BOBBY RIGGS IN 1973”


Yahoo


The campaign increased adidas’ tennis sales by over 10% during the US Open.

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