adidas Basketball launched a new campaign for the 2009-10 NBA season titled It’s On Me for My Brotherhood. The campaign highlights two rising NBA stars, Dwight Howard and Derrick Rose, and how adidas Basketball footwear and apparel improves their performance therefore strengthening their Brotherhood.
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 where 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 and Josh Smith. Print ads and retail programs will also be implemented worldwide.
It’s On Me For My Brotherhood features new footwear designed to strengthen a player’s performance and contribution to their Brotherhood. Howard, Duncan and Garnett will wear the TS Commander LT, a shoe that is 6oz. lighter than previous Commanders, giving them superior cushioning minus the added weight. Rose and Billups will wear the TS Cut Creator which features ForMotion technology and a TPU lateral support piece to minimize stress during hard cuts.
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