Basketballer Tracy McGrady in adidas T-MAC 5 shoe campaign

14 Oct '05
2 min read

Herzogenaurach based footwear, apparel and accessories maker of adidas announced the launch of a new global basketball campaign highlighting Houston Rockets all-star forward Tracy McGrady and his latest adidas shoe, the T-MAC 5. The fifth edition of superstar Tracy McGrady's signature shoe, the T-MAC 5 is set to launch globally at all major retail partners and on-line at http://www.adidas.com on October 28, 2005.

The "Folklore" campaign will debut on NBC Saturday, October 15 during the Notre Dame vs. USC football game. "Folklore" will then continue on national network and cable television (ESPN, ESPN2, BET, Comedy Central, MTV, TNT).

The strategy behind this highly integrated global brand campaign is to highlight the legendary feats that T-MAC had been doing on the basketball court his whole career: scoring 13 points in 35 seconds against the eventual NBA World Champion Spurs, scoring 62 points in a game, becoming the youngest player in NBA history to lead the league in scoring.

This type of unbelievable play allows adidas to take a much more creative approach when creating a fully integrated global brand campaign and that is what is done with "Folklore."

"Folklore" talks about T-MAC in a whole different way by using the art of storytelling and metaphors, borrowing from these ideas to tell a more fantastical and magical story of the league's most exciting player, Tracy McGrady.

The art of storytelling is continued to be told in the T-MAC 5 print campaign. The print campaign tells the story of Tracy McGrady, his signature shoe the T-MAC 5 and its unique design elements: incorporation of wood, the #1 and the strap. In each execution, the ad starts off with a truth, and extends into a story of mythical proportions, highlighting the amazing things that T-MAC has done. Each print ad finishes open-ended, driving people to the adidas basketball website (http://www.adidas.com/basketball) to find out more and to bring together both the television and print campaigns. The campaign will also be supported by point-of-sale, public relations and on-line executions.

adidas is a global designer, developer and marketer of athletic footwear, apparel and accessories with the mission to be the leading sports brand in the world. Brand adidas is part of the adidas-Salomon Group, a corporation that includes sports brands Salomon, TaylorMade, Bonfire and Mavic.

adidas

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