Champs, Adidas launch Tumblr-inspired campaign
BRADENTON, Fla. — Champs Sports and Adidas Originals are launching the latest Adicolor Collection with a first-of-its-kind, advertising campaign inspired by the micro-blogging site, Tumblr, featuring three of the hottest tastemakers in professional sports. A 30-second television commercial starring Damian Lillard of the Portland Trail Blazers, Iman Shumpert of the New York Knicks and Von Miller of the Denver Broncos premiered Thursday, Mar. 14 during the TNT broadcast of the Knicks vs. Blazers NBA game.
“Athletes choose their gear just as thoughtfully off the court as they do on the court. In this spot, were able shoe how adicolor allows for each athletes' originality and style to come through.”
The 30-second broadcast spot brings to life the mixed media found on the typical high-school teen’s Tumblr feed, including photos, video, illustration and games, hitting on all of the cultural touch points that matter to guys -- sports, entertainment, fashion, music and women. The commercial presents splashes of hues from the adicolor Collection, set to the beat of up-and-coming hip-hop production duo TNGHT’s “Higher Ground,” which serves as the bass-heavy background track. The disruptive creative was conceived to turn the attention of multimedia-tasking teens to TV, then back online where they can view alternate versions of the commercial.
"The Adicolor Collection, available at Champs Sports, is all about building your game with the freshest footwear and apparel from adidas,” said Frank Bracken, VP marketing, Champs Sports. “The guy who buys gear at Champs gets his style cues from the athletes he respects and the media he consumes. That’s what drove the strategy behind our new Tumblr-style creative. It’s a visual and sonic sugar rush that represents three professional athletes who have just as much game off the court as they do on it.”