Adopt Joins Publicis Groupe in Strategic Sports Marketing Push

Adopt joins Publicis Groupe in strategic sports marketing push

In a significant move in the integrated marketing communications space, Publicis Groupe has announced its acquisition of Adopt, a sports marketing agency co-founded by Rich Paul and former Nike executives David Creech and Josh Moore. This acquisition, which reportedly occurred on April 29, 2025, underscores Publicis’ continued investment in sports marketing.

Adopt launched in Portland, Oregon, in 2021 and will now join Publicis Connected Media.. This unit within Publicis Groupe houses the company’s media, commerce, and influencer capabilities.

Rich Paul, a prominent sports agent known for representing NBA star LeBron James, and founder of Klutch Sports Group and the sportswear brand Klutch Athletics, co-founded this agency. His co-founders, David Creech (who specialises in brand and product design) and Josh Moore (who focuses on brand and experience design), are former Nike executives.

Following the acquisition, Creech and Moore will continue to lead the agency. Rich Paul will remain connected to Adopt through shared initiatives with his Klutch Sports Group.

Adopt has built a notable portfolio since its founding, having worked with major brands like Netflix and Lululemon. The agency has also collaborated with high-profile athletes such as Mavericks power forward, Anthony Davis, F1 driver, Lewis Hamilton, and Basketball Hall of Famer, Dwyane Wade.

Publicis Groupe framed the acquisition as a means to enhance its ability to utilise sports and athletes to forge authentic, cultural brand connections. This move aligns with a broader trend where brand strategists view sports-marketing capabilities as a driving force behind the rise of sports-centric agencies.

With the purchase of Adopt, Publicis Groupe has now completed four acquisitions this year. It is part of the holding company’s continued search for data and digital firms as part of its bolt-on expansion strategy. This strategy follows previous significant acquisitions like Epsilon in 2019 and Sapient in 2014. Other acquisitions by Publicis Groupe in 2025 have included global data and identity solution Lotame on March 7, influencer marketing and content agency BR Media Group on February 18, and digital marketing agency Dysrupt on January 27.

While the acquisition marks a significant step in Publicis Groupe’s expansion in sports marketing, the financial terms of the deal were not disclosed.