Adidas Takes NBA Back to School

Adidas Takes NBA Back to School

NBA players pick their college teams in a viral series.

Posted Wednesday, March 25, 2009 - 10:48am

In anticipation of March Madness, Adidas launched a full campaign of sneaker-selling viral videos. The ads show four big-name NBA ballers who went straight from high school to the pros sporting the jerseys of their winning picks for this year’s NCAA tourney. Are these shots air balls or all net? You tell us: Check out this example (or the full roster, linked above) and vote below.

 

Title: Adidas "March is a Brotherhood" Campaign

Stats: A week before the 2009 NCAA basketball tournament tips off, Adidas posted to its YouTube channel four ads, each featuring a different NBA star it's signed to a sneaker endorsement deal: the Celtics' Kevin Garnett, the Rockets' Tracy "T-Mac" McGrady, Dwight Howard of the Magic and the Hawks' Josh "J-Smoove" Smith. In the first four days, the four ads attracted a combined audience of 162,000 viewers and 117 comments.

What you see: In each of the ads, the pro stars explain their college "choices" -- no, not where they went to school, who they would like to win the upcoming hoops tournament. Turns out none of the four ever attended university. They went straight from high school to the pros, collected their millions and big-ticket shoe endorsements along the way. Never mind that though, the four stars are proudly displaying the school colors in the Adidas spots. Garnett chooses UCLA. Howard opts for last year's champs, the University of Kansas. Smith selects the University of Pittsburgh and McGrady goes with University of Louisville.

  • Bernhard Warner is editorial director of Social Media Influence.
  • Matthew Yeomans runs Custom Communication

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