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Adidas, very much an underdog in the category, is continuing its full-court press into the basketball arena today with a campaign featuring NBA stars Dwight Howard and Derrick Rose with the theme “Celebrating basketball as a brotherhood.”
The campaign, via 180 Los Angeles, includes a TV spot showing Rose and Howard along with Kevin Garnett, Chauncey Billups, Tim Duncan, Tracy McGrady and Josh Smith playing on an ethereal, all-white court with each repeating variations of the sentiment “It’s on me…” (For example, “It’s on me to rise up.”)
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