In the U.S., Adidas and agency 72andsunny have spent 2015 releasing videos spotlighting athletes who set their own course and challenge the way things are “supposed” to be done in their games.

If you’re unfamiliar with James Harden of the Houston Rockets, he’s been on an incredible hot streak, putting up career-high scoring numbers and leading his team out of the bottom of the league standings since the beginning of November. He’s also known to be bold, fearless and a bit of an oddball, be it in his on-court celebrations, goofy social media videos or when he lets reporters (who previously doubted his claims that the Rockets would bounce back) know how he feels about their new tone in the most succinct way possible.

“Creators Never Follow” captures everything that makes Harden different, from his online presence to his on-court play to his practice routine, all while he explains in a voiceover why being yourself is the most important thing when it comes to setting your own course.

[iframe_youtube video = “PDEh-FrfSfA”]

Credits:

Brand: Adidas
Agency: 72andsunny