Adidas launches "Basketball is a Brotherhood" Campaign

LONDON - Adidas is launching an integrated campaign featuring six NBA All-Stars teaching youngsters the benefits of playing as a team.

The campaign, which features the tagline 'Basketball is a Brotherhood', was created by 180 LA, and consists of TV, digital, mobile, print and point-of-sale activity, each directing consumers to  the addidas basketball website.

 The players knew that Adidas was to run the camp, but they did not know that NBA All-Stars including Kevin Garnett (Boston Celtics), Tim Duncan (San Antonio Spurs), Gilbert Arenas (Washington Wizards), Dwight Howard (Orlando Magic), Chauncey Billups (Detroit Pistons) and Tracy McGrady (Houston Rockets) would be teaching them. During the web series, the focus is shifted away from individual superstars and onto the real-life moments when a group of players becomes a team.

Chris Kyle, vice-president of global brand communications at Adidas, said: "'Basketball is a Brotherhood' is about the on- and off-court moments that make a team more than just the sum of its individual players.
"By gathering and showcasing amazing digital content, Adidas is able to deliver more of those insider moments to a global audience in a way that's engaging and accessible.
Adidas Team Signature products are due to launch in store from October 26.