Adidas Debuts New James Harden Ad As Part Of Focus On Promoting Specific Athletes

adidas yesterday "released its first commercial featuring" Rockets G James Harden, and also "unveiled a Harden billboard on its North Portland campus," according to Matthew Kish of the PORTLAND BUSINESS JOURNAL. The Harden campaign "is a shift for Adidas, which historically has been more brand-centric in its marketing," signaling an increased focus on "promoting specific athletes." adidas this year signed Harden for a reported $200M as "part of an overall reboot of the company's basketball operations that also included ramping up design efforts and signing more endorsements with amateur teams" (BIZJOURNALS.com, 12/2). FOOTWEAR NEWS' Rachael Allen noted the "Creators Never Follow" commercial featuring Harden "encourages athletes (and fans) to define their own path." The ad "is part of a series that hopes to motivate athletes to trust themselves and challenge the establishment in the game." Recent spots star La Liga club FC Barcelona F Lionel Messi, La Liga club Real Madrid MF Gareth Bale, Bundesliga club Bayern Munich F Thomas Müller, EPL club Arsenal MF Mesut Ozil, Eagles RB DeMarco Murray, Seahawks TE Jimmy Graham and Bills WR Sammy Watkins (FOOTWEARNEWS.com, 12/2).

GIVE A 'LILL BIT...: In Portland, Tim Brown noted Trail Blazers G Damian Lillard on Tuesday "unveiled the D Lillard 2 during pregame warmups giving fans and media in attendance a chance to get a first look at his new shoe" before his team's game against the Mavericks (OREGONLIVE.com, 12/2).