The NBA will debut a print campaign in support of its
fashion apparel with the theme, "Basketball According To
Me," in November issues of Details, ESPN, GQ, NBA Inside
Stuff, Slam, The Source, Spin, Vibe and SI. The full-page
ads, which fall under the NBA's "I Love This Stuff!"
marketing program, show NBA fans in "slice of life"
situations wearing NBA apparel, with the copy describing
their affinity for NBA basketball. Specific licensed
products will be highlighted in each ad. An exclusive 12-
page insert will appear in SI with its back page taging
retailers Champs, JCPenney and The Sports Authority (NBA).
FAB FIVE: The NBA will also team with Nickelodeon
Magazine in November to debut the serialized adventures of
the "Full Court Five," a team of five youths on their quest
to beat the varsity team in a local basketball tournament.
The on-going, four month story will run backed by an
advertisement featuring the "Full Court Five" team in NBA
youth apparel available at Sears. Each ad features a coupon
offering a discount on NBA apparel purchased at Sears (NBA).
NO PLAYERS REQUIRED: AD AGE's Jeff Jensen writes that
the new campaign comes at a time when industry observers say
that the NBA's apparel business is "struggling," as
consumers are "burned out of the league's core segment,
replica jerseys." Jensen adds that the campaign, from
Fallon McElligott Berlin, NY, is "a departure from the usual
all-encompassing effort stressing league authenticity" and
"is devoid of NBA players" (AD AGE, 10/13 issue).
