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