- In the "Action Figure" commercial, Edwards and Hunter use action figures to push the message that you become "unstoppable" in the AE1 cleats, Edwards throws a pass to Hunter, who catches it one-handed, while Hunter also intercepts a pass intended for Edwards.
- This is the latest chapter in an ongoing adidas campaign, with more content expected in the coming weeks, per an adidas representative.
- The AE1 football cleat, adapted from Edwards' hit basketball shoe, has officially dropped for general sale alongside Edwards' new budget basketball model, the adidas Believe That 1.
- Hunter heads into his second NFL season confirmed as a two-way player for the Jacksonville Jaguars, now expected to lean more into his cornerback role, after suffering a torn LCL that cut his 2025 rookie year short.
Anthony Edwards and Travis Hunter have linked up once again for Adidas in a new commercial for the AE1 football cleat.
The spot, titled “Action Figure,” sees the two athletes use action figures to show just how unstoppable the AE1 cleats make you, with Edwards tossing a ball to Hunter and Hunter making a one-handed catch before picking off a pass meant for Edwards.
This isn’t their first rodeo together. Hunter was one of the first athletes to sport the AE1 football cleats, debuting them in pregame warmups before the Jaguars’ game against the Carolina Panthers in his rookie season.
Their collab goes even deeper. Edwards unveiled the adidas Believe That 1 signature sneaker, expanding his footwear franchise just weeks before this latest campaign dropped.
Hunter also attended the Minnesota Timberwolves game against the Houston Rockets in March, meeting Edwards courtside after the match.
For Edwards, adidas remains his headline deal. Beyond the Three Stripes, he also holds partnerships with Sprite, Bose, Prada, and Chipotle, where he became the first NBA player to sign a major endorsement deal with the fast-food chain.
Adidas, meanwhile, has built a formidable roster spanning sports, their current U.S. ambassador lineup includes James Harden and Travis Hunter on the sports side, alongside actress Jenna Ortega for lifestyle appeal.
For more on how Adidas has been activating with top basketball talent, check out James Harden’s adidas Harden Vol. 10 Pink Lemonade debut.
The AE1 football cleat is set for general release in June 2026, available in white, blue, and red colorways on adidas.com.
Takeaways
The Edwards–Hunter–Adidas triangle is becoming one of the most compelling brand storytelling plays in sports right now. Adidas isn’t just selling a shoe, they’re building a universe where basketball and football collide, anchored by two of the most exciting young athletes in their respective sports.
Hunter’s two-way identity maps perfectly onto Edwards’ signature “unstoppable” brand positioning, and the action figure concept is the kind of playful, personality-driven creative that cuts through the noise.
With the AE1 football cleat now hitting shelves and more content on the way, Adidas is clearly leaning into this partnership as a long-term play.
Could the Edwards–Hunter crossover eventually inspire adidas to create a co-branded cleat or shoe silhouette with both athletes’ names attached? Does this kind of NBA-meets-NFL crossover campaign signal a new era for Adidas’ sports marketing strategy?
