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The effort is the first from Adidas’ new U.S. management team led by former Nike executives Rob Strasser and Peter Moore, as well as from Team One/El Segundo, Calif., which is handling Adidas’ basketball and soccer advertising on a project basis.
Positioning the shoe in its new ad campaign as the ‘insider’s’ brand for young basketball afficionados, Adidas nixed basketball stars and celebrity spokespeople for colorful ESPN college commentator Dick Vitale.
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