SBD/Issue 20/Sponsorships, Advertising & Marketing

No Ties: adidas Set To Launch Laceless McGrady Shoe

The T-MAC 4, adidas’ First
Laceless Performance Shoe

adidas is set to launch the T-MAC 4 with HUG Systems Technology, which the company calls the first laceless performance shoe, on October 29. Rockets F Tracy McGrady will showcase his signature shoe during a preseason visit to China on October 12 on a specially-created court along the Shanghai waterfront. The design of the shoe includes a closure device, which uses a slider/lever system used to control the fit. The T-MAC 4 will be supported with the global TV ad campaign, “Unstoppable,” which is set to launch October 26 and continues the “Impossible is Nothing” theme. The campaign has online ad partnerships with ESPN.com, Foxsports.com, Yahoo.com and NBA.com. The marketing campaign will also include print ads in ESPN The Magazine, Dime, Inside Stuff, School Sports, SLAM, Source, Rides and XXL. There are also global print and outdoor components. The T-MAC 4 will retail for $125 and come in two initial color schemes: white/black (October 29) and black/white (December 10), with additional colors hitting the market in January and February of ’05. An apparel line of T-MAC 4 shorts, shirts and jackets will accompany the footwear (adidas).

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