Adidas Intros Global Push

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

LOS ANGELES A global campaign for Adidas out of Omnicom Group’s 180/LA launches this week, featuring a quintet of top pro hoop stars.

“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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in