Tuesday
Oct192010

Adidas Laces Up Its A-Team: D-Rose, D-Howard, Smoove And . . . Slim Chin (!)

In his adidas commercial, Derrick Rose (L) uses his signature shoes to trump Slim Chin and his butler.October 19, 2010: With the NBA 2010-11 season coming up fast and furious, adidas is leading with its A-Team of players to bring home the message that its footwear will separate wearers "from the pack."

Derrick Rose (Chicago Bulls), Dwight Howard (Orlando Magic) and Josh Smith (Atlanta Hawks) each star in TV spots that will anchor multi-media marketing breaking this week and ramping up into the season. Rose and Howard will also get their first signature shoes — the" adiZero Rose" and "The Beast,, respectively — while Smith will wear the "adiZero Infiltrate" and star in his first national TV shoe commercial.

Marketing also includes print, Internet, in-arena and experiential activation. The campaign, “Fast Don’t Lie,” which stars Rose, Howard and “Slim Chin,” played by actor Ken Jeong (The Hangover). Slim, described as a "self-made billionaire and cheetah owner," attributes his life achievements to being fast — the same attribute that also brings results on the basketball court for Rose and Howard in their signature adidas. Two TV spots break this week on networks including ESPN, BET, MTV, Comedy Central and Cartoon Network. Adidas' lead agency is 180, Los Angeles.

One spot shows Rose wearing his adidas shoes to outmaneuver Slim on the court, who tries but fails to use his jet ski, gold bars, butler and "lady pyramid" to his advantage. A second humorous spot with Rose, Howard and Slim Chin sees Howard attempting a Ray Charles-like move by singing and playing the piano to the tune of "Fast Don't Lie" ("Slim has a cheetah/And I wanna beat her/But it doesn't matter/Because my shoes are on the platter"). There also is an interactive video experience where visitors can play against Rose.

The adiZero Rose will launch in a black/red/white color this week, then will roll out in five different colors through February. The Beast will hit shelves in a black/black/royal color on Nov. 12 and will roll out in three additional colors through December. Both shoes will be exclusively sold at Foot Locker and Eastbay (MSRP $100). Smith's adiZero Infiltrate is available now in five colors (MSRP $90) exclusively at Dick's Sporting Goods in-store and online.

Smith's new spot, "J-Smoove," which also breaks this week, follows the athlete as he prepares to be as light and fast as possible to bring his best game to the court. "This is J-Smoove dressing for work," offers a voiceover as Smith dons his adidas. "In J-Smoove's profession, it's not about the suit and tie, it's about being light and flying high," followed by several shots of Smith above the rim blocking shots and dunking.

adidas adiZero Roseadidas Beast“I never thought growing up on the South Side of Chicago that I would have my own signature shoe, so I’m really proud and I know my family and the city are going to be really proud too," Rose said in a statement. "It’s a clean cut fashion shoe so you put some jeans over it and you can look good off the court.”

According to Smith, "I play the game fast so I really need a light shoe to do all the things I do on the court. The adiZero Infiltrate is so flexible and light when you put it on that it feels like a sock so when I'm on the court it makes me faster."

Summed up Howard, “Having the Beast be my first signature shoe means a lot to me. We worked really hard to add things from my personal life, like my 'HEY WOOOOOOOOOOORLD' greeting to my fans and my ManChild nickname.”

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