Adidas & NBA

Sunday, December 7, 2008

Adidas deal with NBA builds mobile database

By Giselle Abramovich

April 14, 2008

A shoo-in for Adidas
With an estimated 500,000 people visiting Las Vegas for NBA All-Star Week 2007, sports footwear and accessories company Adidas needed to figure out a way to get people who are constantly on the move in a city that doesn’t sleep to interact with the brand.

Adidas wanted to leverage its partnership with the NBA to impact brand awareness and build a deeper relationship with customers. Adidas came to advertising agency Isobar to build an interactive mobile marketing campaign, with the help of Neighborhood America for mobile messaging.

"Ultimately we were trying to create a mobile social network and community of passionate fans of the NBA,” said Dan Miller, executive vice president of Neighborhood America.

“Adidas needed to be able to interact with this and they used traditional media like billboards, hotel signage and taxi cab tops with the Adidas logo and a mobile call-to-action, asking consumers to send a text to Adidas’ short code," he said.

“By doing so you were opting into this community for information, special invitations, Adidas wallpapers and invitations to VIP events. The best part is those who opted in now serve as a database of NBA fans that Adidas can target with special promotions in the future."

Chasing fans on-the-go
Not only did mobile help Adidas extend the reach of its brand, but the mobile channel allowed for a customer-centric program providing consumers the opportunity to keep up-to-date on NBA All-Star Week special events.

The campaign also drove in-store traffic and increased revenue at Adidas’ Sport Performance Store 20 times above sales recorded on an average day, it was claimed.

Also, within 20 minutes of distributing a mobile alert regarding a limited-edition shoe, a mob of people is said to have appeared outside the store to buy the product.

Lastly, through the mobile effort, Adidas built a mobile community of brand enthusiasts that it could easily re-engage to participate in future campaigns.

“If you think about it, this is a destination, an event, and Adidas needed to reach people in an interactive way as they are walking around Las Vegas,” Mr. Miller said.

“These people are not in front of the computer and the only way to connect to people in an immediate, personalized, ubiquitous way is via mobile,” he said.

By Erika Heaney

Saturday, December 6, 2008

Adidas NBA Superstar Series Release

In 2006, there came out a collection of superstars in different designs and colorways of all the NBA teams. Some include repeat patterns, different materials, logo designs, or just simple colorways. This is one way to represent your favorite NBA team for the holidays so look out for them at your nearest Adidas retailers.

By: Natasha Rogachevsky

ADIDAS NBA 5IVE 2008

The National Basketball Association and adidas today announced the six European host cities for the adidas NBA 5IVE Tour 2008, a grassroots event combining outdoor 5-on-5 tournaments with pick-up games and interactive basketball elements. The event tips off in Berlin, Germany, July 12-13, before traveling to Moscow, Russia, July 26-27; Istanbul, Turkey, August 30-31; Rome, Italy, September 6-7, Paris, France, September 13-14 and culminating in Madrid, Spain, September 20-21 or 27-28.

“Together adidas and the NBA have created a grassroots event that succeeds in embodying everything great about the game of basketball.” Frank Denglos, Vice President of Sports Performance for adidas Region Europe/Middle East/Africa continued, “5-on-5, grassroots basketball is about the team, the bond, the Brotherhood that is created on the court. This ideal is at the heart of adidas Basketball, and also at the very heart of the adidas NBA 5IVE Tour.”

"Following the overwhelming success of the inaugural adidas NBA 5IVE event in 2007, we are thrilled to once again partner with adidas and expand this unique event to even more cities in Europe" said Sophie Goldschmidt, Vice President, Marketing Partnerships and Business Development, NBA Europe. "This tour is an important grass roots vehicle for us to bring an exciting blend of basketball competitions and attractions to fans of all ages in Europe.”

Open to players aged 10 and over of all skill levels, the teams of between 5-7 players will play a minimum of three games with the emphasis placed firmly on the values of team play and the concept ‘WE ARE 5IVE’. Teams can register via email at adidas5IVE@nba.com and at selected adidas stores. Additional event details can be found at www.nba.com/adidas5ive.

adidas NBA 5IVE will feature daily final competitions on Center Court, in addition to 5-on-5 pick up games with players selected from the audience, a three-point shootout and open 1-on-1 play.
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EA Sports and The Coca-Cola Company (TCCC) will support adidas NBA 5IVE at all tour stops. EA Sports will conduct daily competitions with NBA Live, challenging gamers inside the EA Sports Video Arcade. And at the TCCC Slam Dunk Court, players can show off their dunking abilities on baskets at varied heights. During the Tour, fans will be able to experience interactive Jam Session elements including NBA Theatre featuring top NBA Action and highlights from the 2007-08 season