Special to NYSportsJournalism.com
January 16, 2013: Adidas plans to take center stage next month when the NBA hits Houston for a weekend of All-Star Game events/
Adidas, which is in the midst of an 11-year global deal (which began in 2006) as the official on-court apparel provider for the NBA, will have new uniforms for both teams, new shoes for its player endorsers and an array of local and on-site activation.
The 62nd NBA All-Star Game will be played Feb. 17 at the Toyota Center, with surrounding events to include All-Star Saturday Night presented by State Farm and the NBA All-Star Jam Session fan-fest.
Adidas this week also activated overseas as the presenting partner of NBA London Live 2013, which will see the New York Knicks play the Detroit Pistons at The O2 on Jan. 17.
The 2013 NBA All-Star uniforms "take inspiration from Houston’s rich aeronautical history and the speed of the jet planes that dot its skies," according to adidas. The company said they were intended to evoke "the world’s fastest fleet of aircraft with the classic silhouette of a basketball net."
In addition, players voted to the East and West squads, including Kobe Bryant, LeBron James and Kevin Durant, will wear black-and-white aviator-style NBA All-Star warm-ups, with each player’s jacket "customized to represent individual career accomplishments," such as NBA All-Star Game appearances and All-Star MVP awards, NBA titles and regular season awards, according to adidas.
“The NBA All-Star Game is an exciting time to unite adidas’ line of performance and style products to celebrate the court-to-street style that runs through basketball culture around the world,” Lawrence Norman, adidas vp-global basketball, said in a statement.
This season, adidas has been releasing new basketball shoes and apparel for its signature line from Derrick Rose, who is currently rehabbing from an injury suffered during the 2012-13 playoffs. Rose will not be in the All-Star Game itself but is expected to make appearances in Houston as part of adidas' marketing plans.
At the game, adidas is expected to launch new hoops shoes for brand endorsers Dwight Howard and Tim Duncan, as well as WNBA star Candice Parker, who is expected to take part in Saturday night skills events.
Adidas' roster also includes Ricky Rubio, Jrue Holiday, Iman Shumpert and John Wall, who recently moved over from adidas division Reebok.
According to Norman, “[This] marks adidas’ sixth season designing NBA All-Star uniforms and every year we look forward to introducing performance innovations that help the best basketball players in the world lift off and take their games to the next level in front of a global audience.”
Adidas said that replica 2013 NBA All-Star jerseys would be available at NBAStore.com with a full range of NBA All-Star apparel, including men’s and women’s T-shirts, track jackets and headwear.