Adidas spotlights the future of basketball — and a rising Mexican prospect — in new “Believe That. 1” campaign

Adidas just dropped its new “Believe That. 1” promo, and the message couldn’t be clearer: the brand is doubling down on the present and future of basketball. Anthony Edwards — now the face of Adidas Basketball — anchors the campaign, but the spotlight stretches far beyond him, highlighting the next wave of global talent.

The video blends established names with rising prospects beginning to break through internationally. Alongside Edwards, the only other pros featured are VJ Edgecombe and Kelsey Plum. Everyone else represents a deliberate investment in what’s coming next.

Karim López steps into a global spotlight

That’s where Karim López enters the frame. The Mexican prospect grabs attention not just for appearing in the promo, but for what his presence signals. Projected to go around picks 11–12 in the upcoming NBA Draft, López lands in a global showcase at a pivotal moment in his career.

The campaign’s structure is intentional. Adidas positions Edwards as the bridge between generations, surrounded by emerging talents like Kate Harpring, Kaleena Smith, Naz Anderson, and Alijah Arenas. López fits seamlessly into that group — but he brings added weight as a standout from Latin America.

His inclusion carries symbolic value. Mexico rarely appears in global basketball campaigns of this scale. López breaks that pattern, emerging as one of the faces to watch on the road to the NBA. His athletic profile, versatility, and rapid development make the brand’s bet feel well‑timed.

A launchpad for López ahead of the Draft

The promo also serves as a mission statement for Adidas. The company is building a fresh identity around Edwards, supported by a young core designed to resonate with today’s fans. Within that ecosystem, López gains visibility and momentum at exactly the right time.

From a basketball standpoint, the timing couldn’t be better. Every appearance helps shape his competitive and media profile heading into draft season. The campaign doesn’t guarantee anything on the court, but it does confirm one thing:

Karim López is officially on the global radar.

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