Adidas All- Star Week Campaign

“Nothing is Impossible”

Objectives• Reinforce the association of the Adidas brand

with basketball fanatics between the ages of 14- 24

• Present Adidas products as premium and essential to success in basketball

• Gain publicity for the Adidas NBA athlete spokesman

• To celebrate Adidas brand at NBA All-Star Week

Target InsightGeneration Y (Ages 14-24)• Technologically savvy– 9 out of 10 Generation Y-ers own a PC and 82%

own a cell phone• They are more independent since the rate of both

parents working increased• According to USA Today, the generation

experienced crisis- such as Enron and 9-11. – This contributed to being more financially

conscious and skeptical of authority

Community OutreachAdidas’ High School Basketball Team of the Year Event• The Contest : Submit a tape explaining why

their school basketball team is the best and deserves to be the Adidas High School Team of the Year.

• The Prize: Adidas athletic gear, a day of training for both coach and team by the NBA players

Community Outreach“Kids Who Dunk”Partner with the local Phoenix Convention Center to create a dunk contest for kids

Prize: The winner receives the Official Adidas Gear package; signed pair of the autographed sneaker, an Adidas jersey, and a day with the respective spokesman.

Promotion Value: The event an post interview with the winner will be posted on Sports Illustrated Kids.

The Official Adidas GearGiveaways that will create Word-of-Mouth and last beyond the Phoenix Event

• “Impossible is Nothing” Keychains• Branded sweat bands • Brand Stickers• Adidas Ad posters• Figurines of Adidas athlete spokesmen

• Pens- Used as a gorilla marketing tool by both athletes & non-athletes

• Laces- Used as a motivation for purchasing Adidas sneakers.

Media Promotion• Mini-Series- “Training NBA Players”

– Series will showcase what it takes to be an NBA player.– embodying the Adidas slogan- “Impossible is Nothing.”

• Reality Show- “Street Ball -vs-the NBA”– series about NBA athletes touring to areas where street ball is a

prominent game and playing against the local teams.• Website Event: Giving Fantasy Basketball

– Collaborate with FantasyBasketball.com to allow people to give winnings to the charity of their choice

– $500 in which Adidas will double the amount– $1,000- Adidas will triple – $2,000- Adidas will quadruple

• Mobile Event: Text to Dress Dwight Howard– A large image of Dwight with just basketball shorts placed in proximity to

NBA and ADIDAS– Customers can text to receive a video of Dwight dunking with the Adidas

gear they chose from the Adidas website

Product Promotion• Design Your Jersey– For a limited time, all Adidas and NBA stores will

offer the opportunity to customize their own Adidas jersey.

• The Sneaker Box– - Introduce the TS commander sneaker as an

exclusive, limited-time product pairing. Combine both products and reveal a full image of the respective basketball spokesman dunking.

BudgetCommunity Outreach

23%

Promotional Products9%Media

Promo-tions45%

Staff18%

Misc. Spending5%

Breakdowns

Questions??