adidas launches Web films, “Basketball is a Brotherhood”

adidas launched a series of Web films, supported by an online, mobile, TV and print components called “Basketball is a Brotherhood,” all aimed at teaching youngsters the true definition of working as a team. NBA stars Gilbert Arenas, Chauncey Billups, Tim Duncan, Kevin Garnett, Dwight Howard and Tracy McGrady star in the campaign, promoting the adidas Team Signature footwear. Eleven episodes will run online at www.adidasbasketball.com, featuring players who were unaware that the adidas-run camp would be taught by NBA players. Brotherhoods are made on the bus, in the locker room, running bleachers and during down time in the dorms. Watch an episode here. The campaign will run throughout the U.S., Asian and European markets through the end of the year. Print ads, running in Slam, Bounce and Dime, feature the ballers, their young teammates and encouraging copy such as “We not me,” “Players start, teams finish” and “Play for the name on the front of the jersey, not the back.” Click here, here, here, here, here, here and here to see creative. 180 LA created the campaign and Carat handled the media buy. Amy Corr is managing editor, online newsletters for MediaPost.