Main
Wednesday
Oct142009

Why Dwight Howard, Derrick Rose Say 'It's On Me' In adidas Campaign

October 14, 2009: Adidas is anticipating the upcoming NBA with its first campaign for the 2009-10 season, "It’s On Me for My Brotherhood." The effort, which breaks Oct. 15, builds on its "Brotherhood" theme of previous seasons by spotlighting two of adidas Basketball's roster of stars: Dwight Howard, who led the Orlando Magic to the 2008-09 NBA Finals, and Derrick Rose, last season's Rookie of the Year with the Chicago Bulls.

The campaign will be anchored by an online initiative at www.Adidasbasketball.com that will feature films of Howard, Rose and adidas' other hoops stars: Kevin Garnett, Tracy McGrady, Tim, Duncan, Chauncey Billups and Josh Smith. Online also includes an NBA-adidas-EA Sports "Golden Ticket" promotion offering consumers a chance to win a trip to the 2010 NBA All-Star Game in Dallas. Support includes a TV spot, print and an alliance with Eastbay.com to generate such exclusive content as an online chat with Rose. Tag remains, "Impossible is nothing." Adidas' lead agency is 180, Los Angeles.

Creative includes Howard claiming, "It's on me to get back to the finals for my brotherhood " and Rose saying, "It's on me to be faster than the game." Other players state, "It's on me . . .  to rise up . . .  to be unbreakable . . . to finish strong."

The effort supports TechFit compression apparel, which will make its debut this season as the official compression apparel of the NBA; and new hoops shoes: Howard, Duncan and Garnett will wear the TS Commander LT, which is 6oz. lighter than previous Commanders; 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, according to adidas.

“‘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,” Ryan Morlan, head of global communication for adidas basketball, said in a statement. “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.”

Back to NBA

Back to Home Page

References (1)

References allow you to track sources for this article, as well as articles that were written in response to this article.
  • Response
    NYSportsJournalism.com - Adidas It's On Me - Why Dwight Howard, Derrick Rose Say 'It's On Me' In adidas Campaign

Reader Comments (3)

No doubt this is really informative post thanks for sharing such a helpful source. I am big fan of basketball who loves basketball more than anything else. Usually i used Converse Uk , Adidas and DC Shoes,i think specialist can help to improve game performance what you think?

March 8, 2010 | Unregistered CommenterConverse UK

In order that people may be happy in their work, these things are needed: they must be fit for it; they must not do much of it; and they must have a sense of success in it. Post by Ajf6

August 3, 2010 | Unregistered CommenterAjf 6

The modern replica

submariner watches
comes housed in a black plastic case with stainless steel lugs at each side. The black

wristband is nicely crafted from leather, and in case you plan on banging your new watch

around a bit, the display is protected by a durable, scratch-resistant mineral crystal

face.

August 6, 2010 | Unregistered Commentermilgauss replica

PostPost a New Comment

Enter your information below to add a new comment.

My response is on my own website »
Author Email (optional):
Author URL (optional):
Post:
 
Some HTML allowed: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <code> <em> <i> <strike> <strong>