Band Of Brothers: adidas Launching New NBA Ad Effort This Week
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Team Signature Commander, Creator Shoes
Part Of New adidas Ad Campaign |
adidas is launching a new campaign this week called "NBA tested. Brotherhood ready" to support the launch of adidas' Team Signature Commander and Team Signature Creator basketball shoes, according to Barry Janoff of BRANDWEEK. The campaign, via 180, L.A., will feature top NBA adidas endorsers, including Wizards G Gilbert Arenas, Pistons G Chauncey Billups, Spurs F Tim Duncan, Celtics F Kevin Garnett, Magic C Dwight Howard and Rockets G Tracy McGrady appearing in TV, print, wireless and outdoor spots. The goal is to drive traffic to adidasbasketball.com, where visitors can "watch a multipart film series that follows the [players] as they work with a dozen young players from the U.S. and China to teach them NBA-level moves and motivations." The films follow the players "as they share tips not only on how to play basketball but also how to conduct themselves off the court." Spend for the effort was "not disclosed but is expected to be adidas' biggest footwear launch of the year." As many as "12 teaser spots will be seeded during NBA broadcasts on ESPN and TBS," while print will "hit basketball-centric magazines including Slam, Dime and Bounce." adidas VP/Global Basketball Lawrence Norman: "The idea is to take these all-stars off the pedestal and show people how they are just like you and me. We have guys like KG, T-Mac, Duncan, who really relate to kids and who are honest about their love of the game" (BRANDWEEK, 10/20 issue).
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