Publicis Groupe has acquired Portland-based sports marketing agency Adopt in a move aimed at strengthening its cultural branding and media capabilities. Founded in 2021 by former Nike executives David Creech and Josh Moore, alongside Klutch Sports Group founder and sports agent Rich Paul, Adopt focuses on fusing sports, creativity, and culture to connect brands with audiences in meaningful ways.
Adopt will now operate under Publicis Connected Media, enhancing the Groupe’s offerings across media, digital, commerce, CRM, influencer marketing, and data. Publicis praised Adopt’s culturally rooted approach and its track record of creating authentic brand narratives through sports and athlete collaborations.
Dave Penski, Global CEO of Publicis Connected Media, highlighted the strategic value of the acquisition: “Adopt’s ability to blend creativity, culture, and human insight is exactly what brands need to stay relevant and modern.” Rich Paul echoed this sentiment, emphasizing the agency’s role in helping global brands tap into the cultural power of sport.
Creech and Moore, who will continue leading the agency, bring over 50 years of combined experience in product, brand, and experience design. Adopt has already worked with major clients like Lululemon, Visa, and high-profile athletes such as Anthony Davis and LeBron James.
This acquisition is Publicis Groupe’s fourth in 2025, signaling a strong commitment to the sports marketing space amid the growing intersection of culture, entertainment, and media. Financial details of the deal remain undisclosed.
