SBD/Issue 24/Sponsorships, Advertising & Marketing

adidas Basketball Launching New NBA Global Ad Campaign Today

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adidas Basketball today is launching a new global campaign for the '09-10 NBA season titled "It's On Me for My Brotherhood." The campaign, created by 180, L.A., prominently features Magic C Dwight Howard and Bulls G Derrick Rose and is part of an integrated marketing campaign that is digitally based at Online efforts include a promotion around the NBA All-Star Game in conjunction with the league and EA Sports where fans can win a trip to the '10 All-Star Game in Dallas. Digital initiatives will be supported with a TV spot featuring Rose, Howard, Celtics F Kevin Garnett, Nuggets G Chauncey Billups, Spurs F Tim Duncan, Rockets G Tracy McGrady and Hawks F Josh Smith. Print ads and retail programs will also be implemented worldwide (adidas). BRANDWEEK's Todd Wasserman noted the new ads "continue a theme" adidas introduced in '07 titled "Basketball is a brotherhood." The new campaign features "six 'sharable' clips featuring the players, interviews and behind-the-scenes footage from various adidas events" (, 10/14). In Ft. Lauderdale, Sarah Talalay noted Heat F Michael Beasley is also featured in the campaign and is "appearing in print ads and an online ad." In the online ad, Beasley "goes to pick out his shoes and invokes the names of other adidas athletes," including Garnett and Billups (, 10/14).

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