Publicis Acquires Adopt to Boost Sports & Culture Marketing

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Publicis Groupe has purchased Adopt, a sports and culture-driven marketing agency founded by Rich Paul and former Nike executives, as part of its rapid expansion strategy in adrenaline-driven brand experiences.

Part of an ongoing 2025 acquisition spree exceeding $500 million, the addition of Adopt underlines Publicis’s focus on specialized, culturally relevant marketing services.

Since its founding in 2021, Adopt has delivered campaigns for high-profile clients like Lululemon and The North Face, blending athlete partnerships with immersive brand storytelling. The acquisition supports Publicis’s vision of sports and culture becoming pivotal in lifestyle marketing.

Expert Naomi Klein (McKinsey) notes, “Brands today must connect in culture, not just communicate—able agencies will bridge that gap”.

Adopt’s focus aligns with a growing luxury-sports “luxurification” trend. Formula 1, for instance, secured a $1 billion sponsorship deal with LVMH brands like Tag Heuer and Moët & Chandon to elevate fan experiences  . This creates a strong tailwind for agencies skilled in grassroots athlete strategy and elite brand alignment.

Financial specifics were not disclosed, but the deal marks another piece in Publicis’s strategy to build a portfolio of specialized, culturally driven agencies—from Epsilon to Captiv8—creating a comprehensive influencer and sports-marketing hub.

“This acquisition extends our ability to deliver culture-led campaigns that resonate at scale,” said Arthur Sadoun, CEO at Publicis Groupe.

The Adopt purchase adds depth to Publicis’s expertise in sports and culture marketing—an area increasingly central to premium brand storytelling and audience engagement.