On Friday, December 1st 2006, adidas will launch the highly anticipated Originals NBA Superstar Collection. The footwear package includes 30 sneakers – one for each team in the NBA – with official NBA branding, team colors and logos featured prominently on adidas’ most iconic lifestyle silhouette: the Superstar. The adidas Originals NBA Superstars are the first EVER sneaker range to feature all 30 teams in the NBA alongside the official NBA logo. They are also the first adidas and NBA co-branded footwear offered at retail since the announcement of the 11 year partnership making adidas the official uniform and apparel provider for the NBA, the WNBA and the NBA Development League.
The 30 team shoes are divided into six distinct material stories: Suede/Patent, Reflective, Reptile, Team Logo, Clear Stripes and Emboss, each with a suggested retail price of $100. Distribution will be limited to one exclusive retail partner per NBA market for the month of December, with additional doors added nationwide and internationally in January 2007. New York City will have a total of seven retailers for the December 1st launch, one in each borough plus the NBA Store on Fifth Avenue and adidas Originals in Soho. Beginning December 8th the shoes will also be available online at www.shopadidas.com and NBAstore.com.
All December 1 launch partners will display the full collection of 30 NBA team shoes on custom point of sale fixtures, graphics and window displays. A national print campaign will run in lifestyle and basketball titles such as Complex, Dime, XXL, Slam and ESPN Magazine. The shoes will also be featured online at www.adidasbasketball.com/nba where site visitors can download audio tracks by DJ Dan the Automator remixed exclusively for each of the 30 shoes. Grassroots or “ground up” promotions will support the launch and adidas retail partners in select markets such as Boston, Washington DC, Detroit, Dallas, Houston, and Miami including in-stadium street team activation.
The adidas Originals NBA Superstars are branded with the Trefoil, the 3 leafed logo of adidas’ Originals division which houses the brand’s lifestyle products. The Originals NBA Superstar product and promotions complement high visibility initiatives from adidas’ Sport Performance division around the 2006/2007 basketball season including official player and referee uniforms and training gear as well as the acclaimed “It Takes 5IVE” TV, print, online and retail campaign featuring adidas athletes and NBA All-Stars Tracy McGrady, Kevin Garnett, Chauncey Billups, Tim Duncan and Gilbert Arenas.
For a complete list of retailers carrying the adidas Originals NBA Superstar product please visit www.adidasbasketball.com/nba. |