Adidas launches 'Basketball is a Brotherhood' campaign

by Jacquie Bowser, Brand Republic 23-Oct-07, 08:30

LONDON - Adidas is launching an integrated campaign featuring six NBA All-Stars teaching youngsters the benefits of playing as a team, to publicise its new 'Team Signature' footwear.

The campaign, which features the tagline 'Basketball is a Brotherhood', was created by 180 LA, and consists of TV, digital, mobile, print and point-of-sale activity, each directing consumers to adidasbasketball.com website.

The site features the centrepiece of the campaign - an 11-episode web series shot at a summer basketball camp for 12 young players of the 'shoot first, pass second' mentality.

The players knew that Adidas was to run the camp, but they did not know that NBA All-Stars including Kevin Garnett (Boston Celtics), Tim Duncan (San Antonio Spurs), Gilbert Arenas (Washington Wizards), Dwight Howard (Orlando Magic), Chauncey Billups (Detroit Pistons) and Tracy McGrady (Houston Rockets) would be teaching them.

During the web series, the focus is shifted away from individual superstars and onto the real-life moments when a group of players becomes a team.

The campaign, which will run in the US, Asia and Europe, asks consumers to text in and join 'the Brotherhood'. Users will receive voicemail messages from the featured NBA All-Stars, inviting them to experience the Brotherhood at adidasbasketball.com.

Chris Kyle, vice-president of global brand communications at Adidas, said: "'Basketball is a Brotherhood' is about the on- and off-court moments that make a team more than just the sum of its individual players.

"By gathering and showcasing amazing digital content, Adidas is able to deliver more of those insider moments to a global audience in a way that's engaging and accessible. TV is a point of entry, with the real story unfolding at adidasbasketball.com and consumer-focused sites worldwide."

Adidas Team Signature products are due to launch in store from October 26.

Comments

Matthew Kelly - 23/10/2007

I like the idea. Having followed Basketball for the best part of 12 years, I'm glad it's starting to get some press in the UK now. The only drawback is this campaign should have been launched in collaboration with the recent NBA game at the 02 arena on 10 October. http://www.mattkelly.typepad.com