adidas NBA All-Star New Orleans
The 2017 All-Star game in New Orleans provided a unique set of constraints that led to a highly effective, insights driven marketing campaign that I contributed to as the social lead for adidas Basketball.
Constraints included:
- A late pivot by the NBA from Charlotte to New Orleans as the host city
- The fatigue of All-Star being in New Orleans 3 years prior
- A product collection tied to the originally planned Charlotte
- Significantly less cross-functional brand enthusiasm and budget for activating outside of a “key city”
So we took an important insight and combined it with our brand truths to deliver something uniquely ownable to adidas that leveraged our opportunity within the constraints of budget, location and supported product.
Insight
Our target consumer is not participating in All-Star physically in New Orleans, they’re experiencing it digitally at home
Brand truths
adidas is the creator sports brand
adidas has an elite roster of partners participating in the weekend
The adidas Basketball Collective
We built a physical creator studio in New Orleans and partnered with talented artists, athletes and entertainers to create real-time content to celebrate this brand moment with our community digitally. We rewarded those experiencing All-Star from home with physical gifts created in our studio by featured artists alongside adidas athletes.
