Adidas’ Invitation: ‘Step Inside KG’

NEW YORK Adidas this week rolled out an interactive campaign to support the launch of the KG 3 sneaker, driving consumers to a Web site that tells the story of National Basketball Association star Kevin Garnett’s five alter-egos.

The “Step Inside KG” campaign, created by San Francisco Web shop EVB, features original footage and 3-D imagery of Garnett, who greets visitors on the site’s welcome page in a darkened gym. Visitors can then explore Garnett’s five different personalities: leader, hero, kid, warrior and comedian.

“We’re now using broadcast technology across the board,” said Daniel Stein, CEO of EVB. “The separation between the people who build Web sites and the people who make movies is getting narrower every project we do.”

EVB shot original video for the site, but used a stand-in for Garnett, since he is not available during the NBA season. EVB then digitally imposed his head on the actor’s body.

The site is predicated upon the Adidas “What’s Inside” campaign, created by Omnicom Group’s TBWA\Chiat\Day in San Francisco, which began airing TV spots Jan. 6. The ads refer viewers to adidas.com/basketball for more on the theme.

The Adidas site includes the outtakes from the making of the commercial, Garnett audio clips and the option to download footage for later playing on the Sony PSP.