adidas is pulling out all the stops for the NBA All-Star’s first-ever visit to Las Vegas, with fan and player activities throughout the week. The global sportswear company, which is in its first year of a long-term partnership with the NBA, will continue its season-long marketing efforts with a heightened presence during pro basketball’s biggest week. Everywhere that fans go during All Star they will be greeted with the message, “nobody gets here alone” which is how adidas brings the Impossible is Nothing brand attitude to life in basketball.
The program of activities that adidas has planned for the weekend is unprecedented. From launching a new footwear and apparel collection, to the presenting partner of the NBA All-Star Jam Session, to interactive fan trucks, to giant wallscapes on the strip, to a unique mobile messaging campaign, adidas and the NBA have ensured that the fans in Las Vegas have an opportunity to experience NBA All-Star 2007.
“NBA All-Star is a chance to celebrate the game of basketball and to tell an important Impossible is Nothing message,” said Erich Stamminger, President and CEO of adidas. “At adidas we aim to inspire and enable all athletes to attempt and achieve their impossible. We recognize that the NBA All-Stars may have accomplished their impossible, but we also know that they didn't get here alone. We want to celebrate the journey and everyone who plays a role in making
it all possible.”
All-Star Marketing
To flex some marketing muscle during All-Star week and feature its new 2007 NBA All-Star apparel, the adidas brand will decorate some of Las Vegas’ best-known landmarks and call upon well-known personalities to kick off the week. The Statue of Liberty replica at New York, New York Hotel & Casino will be outfitted in the newly designed Eastern Conference jersey and the Western Conference version will adorn the lion at the MGM Grand. NBA Commissioner David Stern, Las Vegas Mayor Oscar Goodman and adidas President and CEO Erich Stamminger will celebrate this occasion with a photo on the Las Vegas Strip. In addition to the jerseys, large-scale wallscapes on Vegas monuments such as the Luxor Hotel and MGM Grand will also be adorned with the adidas message.
For those visiting Las Vegas who want to keep up with the latest news, adidas has created an All-Star Mobile Experience. This mobile experience provides consumers the opportunity to keep up to date on everything adidas has going on throughout Vegas – adidas Store events, athlete appearances, limited edition shoe releases and many other special announcements. Consumers have to text "Vegas" to adidas (234327) to take part.
adidas All-Star 2007 Product
One of the most noteworthy items for the 2007 All-Star Game is the adidas-designed uniform, which will mark the first time in league history that the manufacturer’s logo will appear on the uniform.
The 2007 NBA All-Star uniform, inspired by both the historical monuments of Las Vegas and the modern glitz and glamour of the city, is shaded navy blue, silver and maroon for the East and white, maroon, navy blue and gold for the West. The “East” and “West” font on the front of the jersey, the numbers and players names all feature the font from the iconic Sands Hotel. The adidas three-stripe logo appears out of a star pattern inspired from the Stardust hotel and they are featured down both sides of the jersey and shorts. The back of the jersey displays the player’s number and name, with his team’s logo embroidered on the neck. This new color scheme and design will be present on all jerseys, shorts, shooting shirts, pants and other All-Star apparel.
Created by the adidas design team, the uniform is made of 100 percent Climalite which allows for optimal temperature management, keeping the players fresh and cool. Teamed with Climalite is a flatback mesh body and specialized three-layer twill. The jersey is on sale at the Las Vegas adidas Sport Performance Store, the NBA Store at Jam Session, at NBA All-Star stores throughout Las Vegas and selected adidas retailers nationwide.
The brand also will feature a Vegas-inspired collection of shoes featuring adidas athletes and NBA All-Stars Tracy McGrady, Kevin Garnett, Tim Duncan, Chauncey Billups and Gilbert Arenas. The adidas All-Star 2007 collections bring together the brands Sports Performance and Heritage divisions to create five very different and distinct packages: the adidas All-Star On-Court Pack, the adidas Vegas Pack (limited to 1,500 pairs), the adidas Urban Pack (limited to 1,500 pairs), the adidas Originals Superstar Lux 1 Pack (limited to 1,000 pairs) and the Eastern and Western Conference adidas Originals Superstar Lux 1s (limited to 100 pairs). The Vegas collection is inspired by classic adidas styles from the past, with a touch of present-day NBA. The Vegas Collection will be available in limited supply at the Las Vegas adidas Sport Performance Store and selected retailers nationwide.
adidas Sport Performance Store and Consumer Activities
The adidas Sport Performance Store, the largest presentation of adidas Basketball under one roof is located on the famed Las Vegas Strip next to the MGM Hotel & Casino. The store will be a center of excitement during All-Star, with interactive contests, an X-Box competition, player autograph sessions and limited-edition products for sale. adidas mobile promotion vehicles will be present at shopping centers and hot spots throughout Las Vegas, delivering exclusive activities and contests to fans all along the Strip.
“It Takes 5ive” adidas All-Star Passes will be given out at promotional trucks and trailers. The passes provide information about adidas All-Star activities, along with a decoder for prizes such as merchandise and discounts to be redeemed at the adidas Sport Performance Store. The store will host a “Game On” competition on Saturday, February 17, where fans can play NBA X-Box games head-to-head against a number of adidas NBA athletes.
An adidas Brand Zone located in front of retail partners Foot Locker and Front Row will showcase product displays, fan photo backdrops and X-Box gaming areas. The adidas Mobile Unit, trailers and branded trucks will be present at various locations, offering entertainment, interactive games, giveaways and player appearances.
NBA All-Star Jam Session presented by adidas
adidas will bring fun and excitement to basketball fans at NBA All-Star Jam Session presented by adidas, featuring more than 400,000 square feet of interactive basketball activities at the Mandalay Bay Resort & Casino South Convention Center, February 15-19.
adidas experiences and branded programming will focus around the “It Takes 5ive” team concept and the “adidas Team Information Center” will welcome guests into Jam Session. The Center Court at Jam Session will host events such as All-Star practices, a celebrity game, the NBA Developmental League All-Star Game and player appearances. The three-stripe court will feature interactive fan experiences including vertical jump stations, shooting games and photo opportunities with life-size replicas of adidas athletes. Fans also can shop for their favorite commemorative All-Star merchandise in the NBA Store at Jam Session, where adidas will offer exclusive NBA All-Star apparel and footwear.
athlete Appearances
adidas athletes will be highly visible during the week at the NBA Jam Session, adidas Sport Performance Store and other promotional events. The X-Box “Game On” competition, with several adidas NBA players, will allow selected fans to play EA’s “NBA Live ‘07” against some of the leagues best players at the adidas store and Jam Session. Marquee players such as Kevin Garnett and Tracy McGrady will be sporting the new Vegas Collection at events all week, including the T-MAC/Diddy party at Club Jet at the Mirage Hotel on Friday, February 16.
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About adidas
adidas has been providing innovative products for the world’s best athletes for more than 50 years, from NBA legends such as Jerry West, Oscar Robertson and Kareem Abdul-Jabbar to today’s superstars, such as Chauncey Billups, Gilbert Arenas, Kevin Garnett, Tim Duncan and Tracy McGrady.
On April 11, 2006 adidas and the National Basketball Association signed an 11-year global merchandising partnership making the adidas brand the official uniform and apparel provider for the NBA, the Women’s National Basketball Association (WNBA) and the NBA Development League (D-League) beginning with the 2006-07 NBA season.
About the NBA All-Star 2007
NBA All-Star 2007 in Las Vegas brings together the top NBA players and performers for a week of competition, community service and world-class entertainment. The 56th NBA All-Star Game on Sunday, Feb. 18 will be played at the Thomas & Mack Center and broadcast live on TNT, Rogers Sportsnet, ESPN Radio and through audio in several languages on NBA.com at 8 EST/7 CST.
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