Every spring mark’s an annual rite of passage where college football superheroes put on their NFL capes for the very first time. The NFL Draft is not only a huge event for athletes, but also for sports brands who use the moment to hype their young stars.
To help introduce adidas’ newest roster athletes to the world, while promoting the adicomic cleat collection, we created an illustrated series showcasing the signature athletes of the 2021 rookie class.
Guardians of the Gridiron featured 5 notable adidas athletes (as well as some unknowns) and allowed fans to follow their adventures through a unique social comic series - each story debuting on Instagram during the NFL Draft.
In addition to social content, the project also included unique seeding kits delivered to these newly minted NFL stars, as well as aspiring young college & HS ballers.