adidas has partnered with Champs Sports to "create four different online shows" that will be available on Instagram "but still mimick the TV-watching experience," according to Michelle Castillo of ADWEEK. #adicolorTV debuted Friday and "will run for six weeks." To tune in, viewers will "have to head over to the champsports' Instagram page." "Lace Up" will feature athletes like Cowboys RB DeMarco Murray and Redskins QB Robert Griffin III "wearing Adidas items," while rapper Lil Jon will "portray a high school science teacher" in "Elements of GAME." "QVG" is "a spoof on the home-shopping channel experience, and 'The Stans' is a sitcom about the shoe brand's classic sneaker, Stan Smith." The brands also will "be throwing up sports-themed content featuring its talent just for the fun of it." At least 25 episodes will "be produced for the photo and video-sharing platform." Champs Dir of Marketing Scott Burton said that rather than "publish one video, the companies decided it was better to release the content in bite-sized clips." Burton added that they felt it "would be more sharable -- and more importantly, rewatchable -- with their target demographic of male, high school varsity athletes" (ADWEEK.com, 7/21).
