The NBA will debut a print and broadcast "documentary-style"
ad campaign featuring nine NBA players during the season's
opening night, November 1. The apparel-focused ads, continue the
"I Love This Stuff!" theme, while incorporating the new tag, "The
Game Doesn't End." Players appearing include: Hakeem Olajuwan,
Gary Payton, P.J. Brown, Elden Campbell, Tyus Edney, Larry
Johnson, Steve Kerr. Dennis Scott and Otis Thorpe. The are
depicted in real-life, non-game situations wearing, using or
surrounded by NBA-licensed products. Ads run in each player's
respective market, while Olajuwan and Payton are featured in
national spots. Print ads run in SI, SI for Kids, NBA Inside
Stuff, GQ, Details, Rolling Stone, Spin, Vibe, ESPN Total Sports
and Slam. TV spots run on TNT, ESPN and NBC. Licensees
highlighted: Champion, Starter, Sports Specialties, Logo
Athletic, Lee Sport and Pro Player. Retailers include JCPenney,
Kids Foot Locker, Sears, Champs, The Sports Authority, Bon
Marche, Oshman's, Sports and Rec, Sportmart, Modell's, Dunham's
and Carson Pirie Scott. The campaign is from Fallon McElligott
Berlin, New York (NBA).
