The multimedia global campaign, created by New York-based agency mcgarrybowen, kicked off in February to promote the brand for authentic and individual consumers.
The sports giant has signed up Ricci, who most recently starred in the horror film 'Cursed', 'Moulin Rouge' star John Leguizamo, who is tipped to play the lead character Bruce Lompardo in an adaptation of the graphic novel 'Crisis', along with the Boston Red Sox pitcher Curt Schilling and Philadelphia Eagles quarterback Donovan McNabb.
The campaign has so far featured actress Lucy Liu, basketball players Allen Iverson and Yao Ming, Olympic double gold medallist Kelly Holmes, rapper Jay-Z, tennis player Nicole Vaidisova, skateboarder Stevie Williams, Spanish footballer Iker Casillas and many more.
Each execution in the campaign has been designed to give the consumer an insight into the individuality of the stars.
Brian Povinelli, vice-president of global integrated marketing, said: "Being aspirational and inspirational is key to the campaign's success. Christina, John, Curt and Donovan have intriguing stories to share and they truly embody our brand attributes of authenticity and individuality."
The campaign is being supported by TV, cinema, print and billboard ads in cities such as New York, Los Angeles, Chicago, Paris, London and Tokyo, using portrait shots and quotes to encourage young people to embrace their own individuality by celebrating their heroes.
An online has been created to give consumers the chance to create their own "I am what I am" ads or nominate someone who they feel truly embodies the campaign message.
The rapper 50 Cent was recently pulled from the campaign in the UK over concerns that his role in the ads would glamorise guns and violence.
In the spot, 50 Cent was shown counting out the wounds he received in a shooting in 2000. It resulted in 55 complaints from parents who threatened to boycott the brand. US anti-gun lobbyists are pushing for the same to happen in the US.
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