Garnett, Howard, T-Mac March To The Madness

March 12, 2009: Kevin Garnett, Tracy McGrady, Dwight Howard and Josh Smith all went from high school to the NBA, but they each go to college as part of adidas' "March is a brotherhood" campaign to support the NCAA Division I men's basketball tournament. The effort vastly expands from last year's "March is a Brotherhood" push, which included seven universities but was limited to such support as posters, online wallpaper, T-shirts and university-specific shoes. This year, the four NBA stars have filmed spots in which they each select their favorite team, which will air on YouTube, and other social networking sites. Support includes print in Dime and Slam magazines. Lead agency is 180 LA. Adidas will also provide March Madness updates on its site throughout the Big Dance. In his spot, Garnett walks into the UCLA locker room and offers, "UCLA has its own type of brotherhood. Like the Celtics. I'm talking about tradition for days when it comes to UCLA. It's March, baby! It's Brotherhood time." In McGrady's segment, T-Mac explains, "Louisville. Rick Pitino. That's who I'm rolling with. This is my team." Howard acknowledges his favorite team by singing the Kansas Jayhawks' fight song and Smith puts on a Pittsburgh jersey and offers his tribute to the Panthers. The campaign also supports a line of Mad Clima basketball shoes for consumers that include SKUs for UCLA, Kansas and Louisville (SRP $80). Back to Home Page



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