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
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
By: Natasha Rogachevsky
“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.
javascript:void(0)
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
By: Natasha Rogachevsky
Brotherhood Mobile
Wednesday, December 3, 2008
Adidas 2007 NBA All-Star Mobile Campaign by Neighborhood America
Date: February 14-18, 2007
This case study is delivered in video format and available for viewing at http://www.movomobile.com
Company: Neighborhood America (http://www.neighborhoodamerica.com)
Client: Adidas via Isobar Americas
Background:
In April 2006, Adidas and the National Basketball Association signed an 11-year global merchandising partnership making the Adidas brand the official uniform and apparel provider of the NBA. With an estimated 500,000 people visiting Las Vegas for the 2007 NBA All-Star Week, Adidas enlisted global digital marketing firm Isobar Americas to create an “All-Star Mobile Experience.” Isobar Americas turned to Neighborhood America’s MOVO mobile solution to reach out to consumers on the move and engage them in Adidas brand-centered dialogue via Web and/or mobile.
Goals:
· Connect consumers to the Adidas brand by providing them the opportunity to keep up-to-date on everything Adidas has going on throughout Vegas – Adidas Sport Performance Store events, athlete appearances, limited edition shoe releases and many other special announcements – while they are on the move.
· Create a buzz around the Adidas brand.
· Drive traffic and increase revenue at the Adidas Sport Performance Store on the Vegas strip.
· Build a mobile community of brand enthusiasts that Adidas can easily re-engage to participate in future campaigns.
Solution:
· Adidas unveiled a unique multi-million dollar advertising campaign aimed at connecting mobile users to its brand. The company integrated a mobile call to action into all of its advertising, including larger-than-life wallscapes on Vegas monuments, Adidas-appareled landmarks, airport banners, taxicab tops, adidas custom trucks, and hotel billboards.
· The mobile call to action invited consumer to text “Vegas” to Adidas (234327). Because the mobile solution is delivered through a ‘Software as a Service’ model, Isobar had the ability to immediately monitor and analyze opt-ins and user participation behaviors via a simple Web interface. This unique feature enables companies to make real-time adjustments to marketing campaigns to maximize returns.
· As consumers opted in, they gained access to the mobile WAP site, which is also part of Neighborhood America’s comprehensive solution. Designed specifically for mobile browsers, the WAP site featured in-store exclusives, information about must-see events, all-star products, and downloadable content such as videos, music tracks and ringtones.
Result:
The phenomenal results of the mobile call to action were immediately measurable. Adidas built a social network of mobile subscribers throughout the week, and effectively leveraged this community to generate revenue. For example, within 20 minutes of distributing a mobile alert to this community, a flash mob appearance of consumers flooded the Adidas Sport Performance Store to snatch up two limited-edition shoe lines – commemorating the East vs. West match-up.
During the 5-day event, revenue generated from the Store skyrocketed twenty times above average sales receipts recorded in a given day.
This mobile campaign doesn’t necessarily have to stop when the NBA All-Star Week comes to an end. Adidas can re-engage its social network of customers to promote new communities, and capture real-time ideas and content that serves to enhance product offerings – keeping Adidas in the forefront of a competitive marketplace.
Check out the video case study at www.movomobile.com.
Lisa Nannini
This case study is delivered in video format and available for viewing at http://www.movomobile.com
Company: Neighborhood America (http://www.neighborhoodamerica.com)
Client: Adidas via Isobar Americas
Background:
In April 2006, Adidas and the National Basketball Association signed an 11-year global merchandising partnership making the Adidas brand the official uniform and apparel provider of the NBA. With an estimated 500,000 people visiting Las Vegas for the 2007 NBA All-Star Week, Adidas enlisted global digital marketing firm Isobar Americas to create an “All-Star Mobile Experience.” Isobar Americas turned to Neighborhood America’s MOVO mobile solution to reach out to consumers on the move and engage them in Adidas brand-centered dialogue via Web and/or mobile.
Goals:
· Connect consumers to the Adidas brand by providing them the opportunity to keep up-to-date on everything Adidas has going on throughout Vegas – Adidas Sport Performance Store events, athlete appearances, limited edition shoe releases and many other special announcements – while they are on the move.
· Create a buzz around the Adidas brand.
· Drive traffic and increase revenue at the Adidas Sport Performance Store on the Vegas strip.
· Build a mobile community of brand enthusiasts that Adidas can easily re-engage to participate in future campaigns.
Solution:
· Adidas unveiled a unique multi-million dollar advertising campaign aimed at connecting mobile users to its brand. The company integrated a mobile call to action into all of its advertising, including larger-than-life wallscapes on Vegas monuments, Adidas-appareled landmarks, airport banners, taxicab tops, adidas custom trucks, and hotel billboards.
· The mobile call to action invited consumer to text “Vegas” to Adidas (234327). Because the mobile solution is delivered through a ‘Software as a Service’ model, Isobar had the ability to immediately monitor and analyze opt-ins and user participation behaviors via a simple Web interface. This unique feature enables companies to make real-time adjustments to marketing campaigns to maximize returns.
· As consumers opted in, they gained access to the mobile WAP site, which is also part of Neighborhood America’s comprehensive solution. Designed specifically for mobile browsers, the WAP site featured in-store exclusives, information about must-see events, all-star products, and downloadable content such as videos, music tracks and ringtones.
Result:
The phenomenal results of the mobile call to action were immediately measurable. Adidas built a social network of mobile subscribers throughout the week, and effectively leveraged this community to generate revenue. For example, within 20 minutes of distributing a mobile alert to this community, a flash mob appearance of consumers flooded the Adidas Sport Performance Store to snatch up two limited-edition shoe lines – commemorating the East vs. West match-up.
During the 5-day event, revenue generated from the Store skyrocketed twenty times above average sales receipts recorded in a given day.
This mobile campaign doesn’t necessarily have to stop when the NBA All-Star Week comes to an end. Adidas can re-engage its social network of customers to promote new communities, and capture real-time ideas and content that serves to enhance product offerings – keeping Adidas in the forefront of a competitive marketplace.
Check out the video case study at www.movomobile.com.
Lisa Nannini
adidas Launches “NBA Tested. Brotherhood Ready” Campaign
By: Maury Brown
Twelve, unknown ball players from the U.S. and China will be featured alongside NBA stars Kevin Garnett, Gilbert Arenas, Dwight Howard, Tracy McGrady and Tim Duncan in adidas’ 2008-2009 start of season basketball campaign. Themed “NBA Tested. Brotherhood Ready.” the campaign celebrates adidas Team Signature footwear and apparel made for the world’s elite athletes and ready for you and your Brotherhood.
In this campaign, adidas is bringing young players from the U.S. and China to the ultimate level of Brotherhood – the NBA – where the young athletes learn that no matter the level of play, basketball is a Brotherhood.
Captured in a four-part “NBA Tested. Brotherhood Ready.” film series, the young athletes’ side-by-side experience with the NBA stars brings to life the two playing styles a Brotherhood comprises: Commanders and Creators. Their journey across the U.S. is documented and shared online at adidasbasketball.com.
Beginning in Washington DC, the young players learn the aggressively smooth and stealth-like approach to running the floor from the definitive Creator Gilbert Arenas. Next, they travel to Orlando to learn what it takes to have unwavering physical presence and dominating effect in the paint from Commander Dwight Howard. The athletes come together as a team of Commanders and Creators in Houston as they play with Commander Tim Duncan and Creator Tracy McGrady. Ultimately, the journey concludes as a Brotherhood in Boston with Kevin Garnett.
Acknowledging the two playing styles and focusing on product development for athlete success, adidas created the adidas Team Signature Command and Create footwear collection.
“Our adidas Team Signature Commander and Creator collection represents the most elite level of adidas basketball performance products,” said Lawrence Norman, adidas vice president of global basketball. “At adidas, we are all about enabling athletes to jump one inch higher and to become one step quicker – that’s what we were born to do.”
“Tested by the best basketball players in the world, adidas Team Signature footwear is customized for different styles of play,” Norman said. “Our TS Commander is created especially to absorb impact and allow for more explosion on follows and finishes. The TS Creator uses adidas innovations like ForMotion technology that enhances a player’s natural movements and speed, allowing for quick cuts and crossovers.”
In the “NBA Tested. Brotherhood Ready.” fully integrated marketing campaign, adidas uses the digital concept like no other adidas program to date. Capitalizing on a highly successful 2007 digital program, this year, adidas basketball evolves its marketing to bring digital to the forefront of all communications, recognizing mobile communications is the primary media the basketball crazed kid consumes.
Centered on the launch of a revolutionary and inspirational Web site www.adidasbasketball.com, the campaign provides online and mobile channels that facilitate two-way conversations between consumers and heroes. The campaign includes a global TV call-to-action spot for consumers to join the conversation via text message.
“The adidas campaign is inspiring and enabling consumers to directly connect with the NBA as the highest level of Brotherhood,” said Ryan Morlan, adidas director of global basketball communications. “Last year, we received thousands of unsolicited voicemails from kids reacting to the message of Brotherhood delivered by Kevin Garnett and others. This year, consumers can receive text messages and voicemails from Garnett, respond back to him and then receive a follow-up message. ”
adidasbasketball.com will include sharable video content including product films and extras featuring athlete interviews and behind the scenes at adidas photo shoots. In total, 15 films will be released in an eight-week span. Player blogs and microblogs also will be highlighted on the new site.
Along with digital and mobile, the campaign will be supported by print, out of home and retail initiatives. Print ads themed “NBA Tested. Brotherhood Ready.” will spotlight NBA athletes with our TS footwear and apparel collections along with authentic NBA adidas performance products. The campaign’s creative elements are visually integrated while conveying TS product benefit and athlete association.
Lisa Nannini
Twelve, unknown ball players from the U.S. and China will be featured alongside NBA stars Kevin Garnett, Gilbert Arenas, Dwight Howard, Tracy McGrady and Tim Duncan in adidas’ 2008-2009 start of season basketball campaign. Themed “NBA Tested. Brotherhood Ready.” the campaign celebrates adidas Team Signature footwear and apparel made for the world’s elite athletes and ready for you and your Brotherhood.
In this campaign, adidas is bringing young players from the U.S. and China to the ultimate level of Brotherhood – the NBA – where the young athletes learn that no matter the level of play, basketball is a Brotherhood.
Captured in a four-part “NBA Tested. Brotherhood Ready.” film series, the young athletes’ side-by-side experience with the NBA stars brings to life the two playing styles a Brotherhood comprises: Commanders and Creators. Their journey across the U.S. is documented and shared online at adidasbasketball.com.
Beginning in Washington DC, the young players learn the aggressively smooth and stealth-like approach to running the floor from the definitive Creator Gilbert Arenas. Next, they travel to Orlando to learn what it takes to have unwavering physical presence and dominating effect in the paint from Commander Dwight Howard. The athletes come together as a team of Commanders and Creators in Houston as they play with Commander Tim Duncan and Creator Tracy McGrady. Ultimately, the journey concludes as a Brotherhood in Boston with Kevin Garnett.
Acknowledging the two playing styles and focusing on product development for athlete success, adidas created the adidas Team Signature Command and Create footwear collection.
“Our adidas Team Signature Commander and Creator collection represents the most elite level of adidas basketball performance products,” said Lawrence Norman, adidas vice president of global basketball. “At adidas, we are all about enabling athletes to jump one inch higher and to become one step quicker – that’s what we were born to do.”
“Tested by the best basketball players in the world, adidas Team Signature footwear is customized for different styles of play,” Norman said. “Our TS Commander is created especially to absorb impact and allow for more explosion on follows and finishes. The TS Creator uses adidas innovations like ForMotion technology that enhances a player’s natural movements and speed, allowing for quick cuts and crossovers.”
In the “NBA Tested. Brotherhood Ready.” fully integrated marketing campaign, adidas uses the digital concept like no other adidas program to date. Capitalizing on a highly successful 2007 digital program, this year, adidas basketball evolves its marketing to bring digital to the forefront of all communications, recognizing mobile communications is the primary media the basketball crazed kid consumes.
Centered on the launch of a revolutionary and inspirational Web site www.adidasbasketball.com, the campaign provides online and mobile channels that facilitate two-way conversations between consumers and heroes. The campaign includes a global TV call-to-action spot for consumers to join the conversation via text message.
“The adidas campaign is inspiring and enabling consumers to directly connect with the NBA as the highest level of Brotherhood,” said Ryan Morlan, adidas director of global basketball communications. “Last year, we received thousands of unsolicited voicemails from kids reacting to the message of Brotherhood delivered by Kevin Garnett and others. This year, consumers can receive text messages and voicemails from Garnett, respond back to him and then receive a follow-up message. ”
adidasbasketball.com will include sharable video content including product films and extras featuring athlete interviews and behind the scenes at adidas photo shoots. In total, 15 films will be released in an eight-week span. Player blogs and microblogs also will be highlighted on the new site.
Along with digital and mobile, the campaign will be supported by print, out of home and retail initiatives. Print ads themed “NBA Tested. Brotherhood Ready.” will spotlight NBA athletes with our TS footwear and apparel collections along with authentic NBA adidas performance products. The campaign’s creative elements are visually integrated while conveying TS product benefit and athlete association.
Lisa Nannini
Adidas Press
Istanbul, Turkey - October 5, 2007
adidas, the NBA and Minnesota Timberwolves Players to Open First adidas NBA Concept Shop in Europe
Today, NBA Commissioner David Stern, Erich Stamminger, President and CEO of the adidas Brand, and members of the Minnesota Timberwolves opened the first adidas NBA Concept Shop in Europe in Istanbul, Turkey. The opening of the shop coincides with NBA Europe Live presented by EA SPORTS™ taking place in Istanbul October 1-6.
The adidas NBA Concept Shop is located in Taksim Square, “The Heart of Istanbul,” at Istiklal Caddes Avenue No: 85/89 in Beyoglu Istanbul and will cover 900sqm of the three floors while featuring the largest range of official adidas NBA products in Europe including NBA jerseys, warm-ups and other apparel. It will also offer a broad range of adidas Sport Performance and adidas Originals footwear, apparel and accessories.
“The adidas NBA Concept Shop brings the excitement of the NBA experience directly to our fans from the moment they enter the store,” said NBA Commissioner David Stern. “The new Shop demonstrates the power of our partnership with adidas which is expanding the NBA's retail presence around the world. adidas is an extraordinary partner that continues to support the growth of basketball's global popularity.”
Conceptualized as more than just a store, the adidas NBA Concept Shop features four areas designed to give consumers a look into the various stages a player goes through to prepare for a game. The shop gives fans a creative way for them to enjoy a unique and complete adidas and NBA basketball experience.
“This adidas NBA Concept Shop is the European destination for anyone looking for adidas and NBA products,” stated Erich Stamminger, President and CEO of the adidas Brand. “We are enthusiastic about basketball and our unique partnership with the NBA. Together, we are committed to developing the sport globally, and we see a great joint opportunity for basketball in Europe.”
Upon entering the store, the consumer enters the Player’s Entrance. As a player, the tunnel leading to the court is one of the most emotional and exciting moments they experience prior to playing the game. As a fan, it is a moment in which they dream. The Player’s Entrance will recreate this experience for the consumer as they enter the store.
The Court Zone is the heart of the store. This is where the consumer is immersed into the full team experience. This is where fans will find a wide range of official adidas NBA products as well as adidas Basketball products.
In the Training Zone, consumers will find the products they need to prepare to take their games to the highest level, while the Transition Zone is meant to replicate when the players step off the court to relax, socialize and get away from the game. In this area, consumers will find a number of products designed for off the court, as well as activities that many NBA players take part in. The Transition Zone includes lounge seating, a variety of magazines and books, as well as, a video game entertainment centre and music listening station.
***
About adidasadidas has been providing innovative products for the world’s best athletes for more than 50 years, from past NBA legends to today’s superstars, such as Gilbert Arenas, Chauncey Billups, Tim Duncan, Kevin Garnett, Dwight Howard and Tracy McGrady.
On April 11, 2006 the adidas Group and the National Basketball Association signed an 11-year global merchandising partnership that will make the adidas brand the official uniform and apparel provider for the NBA, the Women’s National Basketball Association (WNBA) and the NBA Development League (D-League) beginning with the 2006-07 NBA season.
About the NBAThe NBA reaches fans and consumers worldwide through the licensing and marketing of consumer products bearing the league’s trademarks and player attributes. Over 300 licensees manufacture, sell and market NBA products, which are sold in more than 100,000 retail locations, in 100 countries on 6 continents. Major categories include video games, apparel, footwear, sporting goods and trading cards. The NBA also owns and operates the world-famous NBA Store on Fifth Avenue in New York City, as well as NBAStore.com. Over 1 million fans visit the NBA Store each year. In addition to offering a large assortment of NBA and WNBA merchandise, the store features multimedia attractions, a fully operational broadcast booth and an official half-court used for special events, and regularly-scheduled appearances by NBA and WNBA players, legends and celebrities. NBAStore.com is visited by over 20 million people each year and offers a European specific store as well.
Posted by Lisa Nannini
adidas, the NBA and Minnesota Timberwolves Players to Open First adidas NBA Concept Shop in Europe
Today, NBA Commissioner David Stern, Erich Stamminger, President and CEO of the adidas Brand, and members of the Minnesota Timberwolves opened the first adidas NBA Concept Shop in Europe in Istanbul, Turkey. The opening of the shop coincides with NBA Europe Live presented by EA SPORTS™ taking place in Istanbul October 1-6.
The adidas NBA Concept Shop is located in Taksim Square, “The Heart of Istanbul,” at Istiklal Caddes Avenue No: 85/89 in Beyoglu Istanbul and will cover 900sqm of the three floors while featuring the largest range of official adidas NBA products in Europe including NBA jerseys, warm-ups and other apparel. It will also offer a broad range of adidas Sport Performance and adidas Originals footwear, apparel and accessories.
“The adidas NBA Concept Shop brings the excitement of the NBA experience directly to our fans from the moment they enter the store,” said NBA Commissioner David Stern. “The new Shop demonstrates the power of our partnership with adidas which is expanding the NBA's retail presence around the world. adidas is an extraordinary partner that continues to support the growth of basketball's global popularity.”
Conceptualized as more than just a store, the adidas NBA Concept Shop features four areas designed to give consumers a look into the various stages a player goes through to prepare for a game. The shop gives fans a creative way for them to enjoy a unique and complete adidas and NBA basketball experience.
“This adidas NBA Concept Shop is the European destination for anyone looking for adidas and NBA products,” stated Erich Stamminger, President and CEO of the adidas Brand. “We are enthusiastic about basketball and our unique partnership with the NBA. Together, we are committed to developing the sport globally, and we see a great joint opportunity for basketball in Europe.”
Upon entering the store, the consumer enters the Player’s Entrance. As a player, the tunnel leading to the court is one of the most emotional and exciting moments they experience prior to playing the game. As a fan, it is a moment in which they dream. The Player’s Entrance will recreate this experience for the consumer as they enter the store.
The Court Zone is the heart of the store. This is where the consumer is immersed into the full team experience. This is where fans will find a wide range of official adidas NBA products as well as adidas Basketball products.
In the Training Zone, consumers will find the products they need to prepare to take their games to the highest level, while the Transition Zone is meant to replicate when the players step off the court to relax, socialize and get away from the game. In this area, consumers will find a number of products designed for off the court, as well as activities that many NBA players take part in. The Transition Zone includes lounge seating, a variety of magazines and books, as well as, a video game entertainment centre and music listening station.
***
About adidasadidas has been providing innovative products for the world’s best athletes for more than 50 years, from past NBA legends to today’s superstars, such as Gilbert Arenas, Chauncey Billups, Tim Duncan, Kevin Garnett, Dwight Howard and Tracy McGrady.
On April 11, 2006 the adidas Group and the National Basketball Association signed an 11-year global merchandising partnership that will make the adidas brand the official uniform and apparel provider for the NBA, the Women’s National Basketball Association (WNBA) and the NBA Development League (D-League) beginning with the 2006-07 NBA season.
About the NBAThe NBA reaches fans and consumers worldwide through the licensing and marketing of consumer products bearing the league’s trademarks and player attributes. Over 300 licensees manufacture, sell and market NBA products, which are sold in more than 100,000 retail locations, in 100 countries on 6 continents. Major categories include video games, apparel, footwear, sporting goods and trading cards. The NBA also owns and operates the world-famous NBA Store on Fifth Avenue in New York City, as well as NBAStore.com. Over 1 million fans visit the NBA Store each year. In addition to offering a large assortment of NBA and WNBA merchandise, the store features multimedia attractions, a fully operational broadcast booth and an official half-court used for special events, and regularly-scheduled appearances by NBA and WNBA players, legends and celebrities. NBAStore.com is visited by over 20 million people each year and offers a European specific store as well.
Posted by Lisa Nannini
NBA laces up adidas for 11-year partnership
by: Darren Rovell
The NBA and shoe and apparel giant adidas announced an 11-year partnership early Tuesday in London that will make the brand the league's official uniform and apparel supplier.
The deal, which sources peg at a total value in excess of $400 million, replaces the 10-year contract Reebok negotiated with the league in 2001. In January, adidas acquired Reebok in a $3.8 billion deal that bolsters its effort to overtake Nike, which is the worldwide market leader. When the merger was consummated, the NBA was allowed to open negotiations on a uniform and apparel deal to competitors. But NBA commissioner David Stern said the league's previous relationship with Reebok made the new partnership with adidas a foregone conclusion.
"We went right to the terms of this new agreement," Stern said. "The adidas presence on a global basis is extraordinary."
For adidas, a 56-year-old German-born brand that is more firmly entrenched in Europe and Asia than in the United States, the deal was a no-brainer.
"The NBA has always been on our wish list," said adidas president and chief executive Erich Stamminger. "In soccer, we have FIFA and UEFA. In baseball, we have the New York Yankees. And in rugby, we have the All-Blacks. Given that our mission statement is to become the leading sports brand in the world, this alliance was at the top of our list."
With Reebok's assets, adidas' share of the U.S. shoe market is 20 percent, compared with the 70 percent held by market leader Nike, whose sales also include the Jordan brand.
Consumers will notice a few changes under the new alliance. Merchandise in the NBA Store in Manhattan, which opened in 1998, will be dominated by adidas products. Non-adidas league-branded merchandise will be approved on a case-by-case basis, Stern said.
"Everything that we do in this partnership will first be executed in this store," Stamminger said. "It will be a way for us to communicate our concepts to our consumers."
Reebok made a shoe with the NBA logo on it, and adidas has plans to go further, with team-branded shoes that will be released on a global basis. Adidas will use its popular Superstar line and try to take advantage of the NBA's extensive and colorful history by releasing lifestyle shoes featuring the league's retro logos and colors, Stamminger said.
As part of the deal, adidas will also have its logos on WNBA, NBDL and replica jerseys. NBA warm-ups and practice gear will add the familiar adidas stripes. However, the adidas logo will not appear on the outside of any official jerseys.
"Having only the team logo and the NBA logo helps reinforce our brand," Stern said. "I won't say it's a 'forever' policy; but right now, those are the only marks that appear on the NBA uniform."
Though adidas has 2,100 franchise stores in China, Stamminger said no athletes, including Houston Rockets center Yao Ming, will be making the switch from the Reebok to the adidas brand.
"Reebok is still a brand very much invested in basketball," Stamminger said. "We didn't consider taking any athlete and switching brands. It just didn't make sense."
Besides Yao, Reebok's big name is Allen Iverson. Adidas' most powerful NBA endorsers include Kevin Garnett, Tracy McGrady, Tim Duncan, Chauncey Billups and Gilbert Arenas.
Under the deal, other companies -- including Nike -- will continue to have the right to market their endorsees using the NBA's name and trademarks.
Posted by Lisa Nannini
The NBA and shoe and apparel giant adidas announced an 11-year partnership early Tuesday in London that will make the brand the league's official uniform and apparel supplier.
The deal, which sources peg at a total value in excess of $400 million, replaces the 10-year contract Reebok negotiated with the league in 2001. In January, adidas acquired Reebok in a $3.8 billion deal that bolsters its effort to overtake Nike, which is the worldwide market leader. When the merger was consummated, the NBA was allowed to open negotiations on a uniform and apparel deal to competitors. But NBA commissioner David Stern said the league's previous relationship with Reebok made the new partnership with adidas a foregone conclusion.
"We went right to the terms of this new agreement," Stern said. "The adidas presence on a global basis is extraordinary."
For adidas, a 56-year-old German-born brand that is more firmly entrenched in Europe and Asia than in the United States, the deal was a no-brainer.
"The NBA has always been on our wish list," said adidas president and chief executive Erich Stamminger. "In soccer, we have FIFA and UEFA. In baseball, we have the New York Yankees. And in rugby, we have the All-Blacks. Given that our mission statement is to become the leading sports brand in the world, this alliance was at the top of our list."
With Reebok's assets, adidas' share of the U.S. shoe market is 20 percent, compared with the 70 percent held by market leader Nike, whose sales also include the Jordan brand.
Consumers will notice a few changes under the new alliance. Merchandise in the NBA Store in Manhattan, which opened in 1998, will be dominated by adidas products. Non-adidas league-branded merchandise will be approved on a case-by-case basis, Stern said.
"Everything that we do in this partnership will first be executed in this store," Stamminger said. "It will be a way for us to communicate our concepts to our consumers."
Reebok made a shoe with the NBA logo on it, and adidas has plans to go further, with team-branded shoes that will be released on a global basis. Adidas will use its popular Superstar line and try to take advantage of the NBA's extensive and colorful history by releasing lifestyle shoes featuring the league's retro logos and colors, Stamminger said.
As part of the deal, adidas will also have its logos on WNBA, NBDL and replica jerseys. NBA warm-ups and practice gear will add the familiar adidas stripes. However, the adidas logo will not appear on the outside of any official jerseys.
"Having only the team logo and the NBA logo helps reinforce our brand," Stern said. "I won't say it's a 'forever' policy; but right now, those are the only marks that appear on the NBA uniform."
Though adidas has 2,100 franchise stores in China, Stamminger said no athletes, including Houston Rockets center Yao Ming, will be making the switch from the Reebok to the adidas brand.
"Reebok is still a brand very much invested in basketball," Stamminger said. "We didn't consider taking any athlete and switching brands. It just didn't make sense."
Besides Yao, Reebok's big name is Allen Iverson. Adidas' most powerful NBA endorsers include Kevin Garnett, Tracy McGrady, Tim Duncan, Chauncey Billups and Gilbert Arenas.
Under the deal, other companies -- including Nike -- will continue to have the right to market their endorsees using the NBA's name and trademarks.
Posted by Lisa Nannini
The Essence of Brotherhood
Rockets at Spurs, 7:30 PM, FSNHOU
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Jason Friedman
Rockets.com Staff Writer
San Antonio - “Until one has indeed become the brother of all, there will be no brotherhood.”
- Fyodor Dostoevsky
It’s highly doubtful Dostoevsky had basketball on the brain while penning this line for his epic novel, “The Brothers Karamazov,” so hopefully the Russian literary giant will forgive me as I proceed to apply his prose to the literal giants who make their living on the hardcourt. Quite frankly, after ten straight days on the road with the Rockets, I find myself relating absolutely everything back to basketball anyway, so at least my esteemed comrade can take solace in the fact he’s not the only one to fall victim to the current state of my hoops-obsessed mind.
But back to the concept of brotherhood: It’s an ideal which is no stranger to the basketball community these days; Adidas has even made it central to the theme of its current marketing campaign. As I interpret it, brotherhood stands for loyalty, accountability and teamwork; for standing in lockstep with your fellow foot-soldiers while working together toward a common goal. It’s not quantifiable – though who knows what numbers Daryl Morey and Co. are cooking up in this regard – but you certainly know when it’s there. The world champion Celtics were the embodiment of this ideal a year ago, even using the African Bantu term “ubuntu” in team huddles to emphasize their commitment to collective success.
But as with most things in life, brotherhood is something much easier described than achieved. Selfishness and individual agendas are difficult beasts to tame; especially in the uber-competitive, ego-driven business of professional basketball which is why the road to championships past is littered with the carcasses of teams undone by the potential pitfalls Dostoevsky thus describes with his typical clarity and intensity:
“Mankind has been broken up into self-contained individuals, each of whom retreats into his lair… isolating himself from people and people from him… He has become accustomed to relying only on himself; he has split off from the whole and become an isolated unit; he has trained his soul not to rely on human help, not to believe in men and mankind, and only to worry that the wealth and privileges he has accumulated may get lost. Everywhere men today are turning scornfully away from the truth that the security of the individual cannot be achieved by his isolated efforts but only by mankind as a whole.”
So wither the Rockets in this regard? I found myself contemplating that question while witnessing their third quarter skirmish against the Suns Wednesday night. Suddenly, the emotions of the evening boiled over, the crowd around them was whipped into a frenzy and the Rockets were forced to respond. They did not go overboard, mind you, but neither did they back down. This team which, in the past, has been erroneously characterized as “soft,” came to the defense of one another and stood together as one.
I’m wary of overstating the importance of a singular event, but the seeds of brotherhood are often sewn during moments such as these. Yao Ming himself admitted as much after the game, saying “That really can help us because we [stood] together face-to-face against Phoenix as a team.”
Further reflecting upon the last ten days, I now begin to recall plenty of other examples of this team’s still-developing off-court chemistry. There is Joey Dorsey jokingly telling Yao he’s going to teach Houston’s All-Star center kung fu so he can better avoid falling to the floor in future fracases. There’s Tracy McGrady commandeering the intercom on the team flight so he can wish Ron Artest happy birthday, and subsequently making the aforementioned Dorsey serenade Ron for all to hear – twice. And then there’s Brent Barry and Shane Battier studiously teaming up to tackle a crossword puzzle on the bus back to the hotel after practice.
I relay these things not to imply the Rockets are the only team in the NBA who share such moments, but merely to illustrate this team's place on the path toward brotherhood. And though they will undoubtedly face increasingly difficult tests – as all brothers do - of their camaraderie in the days and months to come, there is comfort to be found in knowing that they're on the right track.
Dostoevsky, I think, would be proud.
Ariel Tredway
Adidas Sprints Into Mobile Marketing
Wireless Week is reporting that Murphy is finding huge success with mobile - citing Adidas's “Brotherhood” campaign that ran at the start of the National Basketball Association season last fall. The focus of that campaign was TV and print. But the ads encouraged consumers to interact with the brand via text messaging.
According to the pub, each SMS was answered with a response in the form of a voice message from Boston Celtics star Kevin Garnett talking about the importance of team play in basketball. For the next five weeks, participants received similar messages from different NBA players. The messages didn’t push Adidas products specifically but did send users to the Adidas Website to download ringtones with the players’ voices.
According to Murphy, the effort drove dramatic increases in purchase intention among participants - but no specifics are cited.
A fine move - mobile should by now be a response mechanism within most integrated campaigns. And I agree with Murphy that mobile doesn't play well as a standalone ad venue.
And let's not forget that Adidas has worked with Samsung to steal a page from Nike + iPod to develop a Samsung mobile phone that works with Adidas shoes and apparel to plan, track and motivate users as they train. We're talking mobile phone + heart rate monitor + stride sensor + MP3 player + the electronic voice of "personal coach."
And it's certainly not alone. This week, Puma will launch a mobile marketing campaign around its "Together Everywhere" program, which will alert participants when their favored team scores with a customized, downloadable version of the their theme song or chant.
But I think in Adidas' category, Reebok is better utilizing the mobile medium with its "Run Easy" initiative, in which outdoor promotions invited users to send a text message to join the "Run Easy" movement, or information on where they to run, what music they listen to, and what they talk about while running.
Information was then posted on the GoRunEasy website, effectively creating a global community of runners.
In the U.S., runners also received a link to a mobile website asking them to enter their location, which was then sent to the website and plotted in a mashup with Google Maps.
The effort, from Carat, Isobar and Neighborhood America resulted in nearly 50,000 total unique responses, with thousands joining in the campaign's first week. New York, with its heavy foot traffic, saw the highest participation rates.
A nice, targeted, brand-appropriate campaign, and a model for other brands - like competitor Adidas - hoping to provide a way for consumers to connect in a fully-branded experience through the power of mobile. Read more here.
Ariel Tredway
Adidas Intros Global Push
180/LA casts hoop heroes in Web-based films that stress 'brotherhood'
Oct 29, 2008
'Brotherhood' is a key theme of 180/LA's new Adidas work.
"We wanted to build off the momentum we created last year, with the theme of brotherhood," explained 180 ecd William Gelner. "It's not about hero worship, but bringing the pros down to the basketball-playing kid, to be there side by side and teach them what basketball is all about."
The campaign includes four short Web-based movies starring National Basketball Association's Kevin Garnett (Boston), Tracy McGrady (Houston), Tim Duncan (San Antonio), Dwight Howard (Orlando) and Gilbert Arenas (Washington), who adopt up-and-coming schoolboy players from America and China and treat them to pro experiences. View the clips at Adidasbasketball.com.
The series starts with Arenas taking a kid out of a pickup game and treating him to a pro experience. It builds to a game at a professional venue, the Toyota Center in Houston, where the amateurs get to play an NBA-style game, under pro conditions, as the pros coach them. In the final episode ("A Brotherhood Shines"), the kids get a lesson in teamwork and brotherhood with a tour of Boston.
Ten 10-second teasers derived from the films will be broadcast as spots during NBA games, breaking in the next few days, to promote the Web enterprise. Aegis Group's Carat in Los Angeles handled media.
The tag on a series of print ads featuring action shots -- in publications such as Slam, Bounce and Dime -- is "NBA tested, brotherhood ready." "We wanted to stick to the brotherhood theme," Gelner said, "but elevate it to its highest level."
According to sources, the agency is meeting with the NBA about the potential for broadcasting the material on NBA TV. Gelner declined comment.
"It was a lot of fun to be part of," Gelner said. "It is starting to feel less like a basketball campaign and more like a movement."
Adidas spent $40 million in measured media in 2007 and $15 million through August 2008, according the Nielsen Monitor-Plus.
Monday, December 1, 2008
http://www.youtube.com/watch?v=5-6mrHt2mjE
http://www.youtube.com/watch?v=mZN4ioMHDEA
http://www.youtube.com/watch?v=Ff_dVU1UPak
here are three commercials with Adidas/NBA
posted by lisa
http://www.youtube.com/watch?v=mZN4ioMHDEA
http://www.youtube.com/watch?v=Ff_dVU1UPak
here are three commercials with Adidas/NBA
posted by lisa
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