Publicity Wire News :: Adidas Basketball Campaign Celebrates Brotherhood and The Strengths of its Individuals
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Adidas Basketball Campaign Celebrates Brotherhood and The Strengths of its Individuals
Publicity Release Posted: October 14, 2009 18:22:06 EST
Global adidas campaign breaks this week
PORTLAND, October 14, 2009 | SHOOT Publicity Wire | --- adidas Basketball is launching a new global campaign for the 2009-10 NBA season titled "It's On Me for My Brotherhood." The campaign concept and films, created by 180 Los Angeles, launches October 15 and celebrates the individuals of a Brotherhood and the contributions they make. It's On Me for My Brotherhood shines the spotlight on two rising NBA stars, Dwight Howard and Derrick Rose, and how adidas Basketball footwear and apparel improves their performance therefore strengthening their Brotherhood.
"Celebrating Basketball as a Brotherhood" has been widely successful for adidas. "It hit home with the basketball-crazed consumer and we want to strengthen that relationship," said Ryan Morlan, head of global communication for adidas basketball. "'The It's On Me' insight is a celebration of Brotherhood as told through the players that make it up. While the focus is still on Brotherhood, it's a challenge to the individual to step up and be faster or stronger in order to improve the team."
"It's On Me For My Brotherhood" comes to life through an integrated marketing campaign that is digitally centric. The campaign will be housed at the updated www.adidasbasketball.com, which was developed by (180 sister company) RIOT. Consumers can experience six sharable product films featuring NBA All-Stars, interviews with each and behind the scenes footage from various adidas events. Online efforts also include the NBA, adidas, and EA Sports Become an NBA All-Star promotion, where fans have a chance to win the Ultimate NBA Experience and a trip to the 2010 NBA All-Star game in Dallas (for details on the promotion check out www.shopadidas.com. adidas also partnered with Eastbay.com to generate exclusive content including an online chat, taking place on October 28, with Rookie of the Year Derrick Rose.
The digital initiatives will be supported with a special-effects driven TV spot featuring NBA stars Derrick Rose, Dwight Howard, Kevin Garnett, Chauncey Billups, Tim Duncan, Tracy McGrady and Josh Smith. Print ads and retail programs will also be implemented worldwide.
"This year we continue to build the idea of Brotherhood by recognizing the role of the individual on the team," noted William Gelner Executive Creative Director at 180 LA. 'It's On Me' speaks to personal accountability and the adidas products that help players own up to their responsibilities."
The films have a more visual, dynamic and high energy look and feel than previous campaigns. This multiplicity technique speaks to the various moves, players and adidas products.
CREDITS
Client: adidas Campaign: Basketball 2010 Agency: 180 Los Angeles
Production Production Co.: Elastic Director: Patrick Murphy DP: Jeff Cronenweth Executive Producer: Jennifer Sofio Hall Production Designer: Don Burt Stylist: Christine Wada Shoot Location: Hollywood Center Studios Hollywood, CA
Editorial Editorial Co.: Rock Paper Scissors Editor: Jon Hopp Executive Producer: Carol Lynn Weaver
Completion/Special Effects Online Facility: a52 Lead Flame Artist: Stefan Gaillot Special Effects Co.: a52 Post Producer: Sarah Haynes
Music/Sound Design Music Company: Squeak E Clean Composer: Brian Watters / Its On Me For We :45 & :30; Matt Walker / It's On D.Rose :30; Brent B. Nichols & Kelley "Rusty" Logsdon/ It's on D.Howard :15 Executive Producer: Zach Sinick Producer: Chris Smith
Agency Executive Creative Dir: William Gelner Creative Director: Gavin Milner, Grant Holland Art Director: Erwin Federizo Copywriter: Tom Hamling Copywriter: Amir Farhang Executive Producer/Managing Partner: Peter Cline Senior Producer: David Emery Account Director: Chad Bettor / Account Director Kirk Johnsen / Account Manager Jared Jue / Account Coordinator
Client Credits Global Communications Director, Basketball: Ryan Morlan Global Communications Manager, Basketball (Brand): Lorrin Pascoe Global Communications Manager, Basketball (NBA): Mitty Arnold
About adidas adidas has been providing innovative products for the worldıs best athletes for more than 60 years, from past legends to todayıs superstars, such as Kevin Garnett, Dwight Howard, Candace Parker, Derrick Rose, Tim Duncan and Tracy McGrady. On April 11, 2006 adidas and the National Basketball Association signed an 11-year global merchandising partnership making the adidas brand the official uniform and apparel provider for the NBA, the Womenıs National Basketball Association (WNBA) and the NBA Development League (D-League).
About 180 180 (www.180LA.com and www.180amsterdam.com) is an international creative agency with offices in Amsterdam and Los Angeles. 180 employs 200+ people from over 30 countries. 180ıs client roster includes adidas International, Sony Consumer Electronics USA, Sony Corporation, Boost Mobile, HBO, MTV, BMW Motorcycles, Amstel Beer, Glenfiddich and Omega Watches.
