NEW YORK, Jul 20, 2004/ FW/ — Adidas announced yesterday the launch of a new global basketball campaign, featuring 2004 NBA MVP, Kevin Garnett (KG). This is his first signature shoe and the first product launch under the “Impossible Is Nothing” brand identity for adidas. The fully integrated campaign, created by 180/TBWA San Francisco (TBWA\CHIAT\DAY San Francisco), will debut in the US on network and cable television starting Monday July 19, with a television spot called “Carry.”
The objective of the campaign is to illustrate the idea that KG is the consummate team leader and possesses the dedication and desire to include all his teammates, fans and family in everyday life, both on and off the court. As one of basketball’s most complete players, he is looked upon with the expectation to give his team and the community a lift well beyond the box score.
“We wanted to create a campaign that is an honest reflection of KG’s personality, leadership and character as a player,” said David Bond, Global Head of adidas Basketball. “We’re excited about the collaboration between KG and adidas and are confident that this campaign will keep the brand and the category headed in the right direction.”
The campaign will be supported with print, outdoor, point of sale, public relations and online executions, all sharing the same idea of “Carry.”
The spot starts out with Kevin Garnett and one of his buddies walking down a Minneapolis street. Suddenly his buddy climbs on his back, followed by someone else walking down the street. KG continues to effortlessly walk down the street. As he continues, more and more people jump onto the human heap — from fans, family, and players KG’s moving mass starts to resemble an ant carrying a big egg.
“We needed to break through a cluttered category with an ad that was fresh and unexpected, capturing the performance of the shoe while also highlighting KG’s abilities as an athlete,” said Chuck McBride, creative director North America, TBWA\Chiat\Day. “The idea of KG giving a “piggy-back” ride to his fans, family and teammates combined with the music track illustrates his abilities as a team leader.”
Another interesting aspect of the commercial is that it features many of KG’s closest teammates, family members and friends. His sister, Sonya Garnett, rushes out of a car to see him during the spot. KG’s buddy Wyakim stands awestruck on a Minneapolis stoop. In addition, Timberwolves teammates Gary Trent, Fred Hoiberg and Crunch (team mascot) all make appearances in the spot.
The :60 and :30’s will launch on the major broadcast networks (NBC, FOX, ESPN, MTV), while the :15 commercial is part of a co-op partnership with national retailer Foot Locker. To support the TV campaign, a major magazine, retail and outdoor push will accompany, including a three-foot pull-out poster available in July editions of ESPN, The Source, Slam and Dime to name a few. “The Garnett” performance shoe is featured on one side in a full-out KG “dive” shot, while the KG “Attitude mid”, an adidas Originals shoe, features KG relaxing on his couch on the other side. The poster also appears in double outdoor units in prime locations such as on the Sunset Strip in Los Angeles. The point of sale materials featuring KG carrying family, friends and teammates will be featured in store windows in all adidas stores and at participating Foot Locker Inc. outlets.
For more information visit www.adidas.com/basketball.