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
Recording Mix
Recording Studio: LIME Studios
Mixer: Rohan Young
Executive Producer: Jessica Locke
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 world¹s best athletes
for more than 60 years, from past legends to today¹s 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
Women¹s 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. 180¹s client roster includes adidas International, Sony Consumer Electronics USA, Sony Corporation, Boost Mobile, HBO, MTV, BMW Motorcycles, Amstel Beer, Glenfiddich and Omega Watches.
