Adidas Highlights NBA Sponsorship on the Vegas Strip
The adidas NBA All-Star Weekend in Las Vegas last year was a slam dunk. The footwear and sports apparel brand came at it from all angles with a mobile tour, pop-up concerts, local retail promos—you name it. The goals were clear: highlight adidas’ sponsorship of the NBA, create the ultimate brand experience for consumers, showcase and sell its special edition adidas NBA 2007 Las Vegas All-Star Game merchandise, target urban tastemakers and the suburban middle class fan, and ultimately drive sales.
To create buzz, adidas hit the bustling Vegas strip in three branded CXT trucks. The trucks visited local junior high school basketball tournaments along with the NBA Jam Van. At night, it parked and partied at local bars and night clubs and also hit retail spots, which were transformed into posh clubs with live djs, limited-edition products and autograph sessions. To reach a wider audience, concerts were thrown at Fashion Show Mall with names like Ali, Big Gipp and Lloyd. All performances were shown on the 80-foot screens above the Fashion Show Mall. The events drove more than 2,000 consumers to the adidas Sport Performance store. In addition to the shows, adidas hired the Seventh Letter graffiti team to create four adidas/NBA-centric pieces.
On game day at the Thomas and Mack Center, adidas entertained the crowd with bucket drummers. The halftime entertainment drum-line stopped and jammed with adidas’ bucket drummers, which later aired on the local news.
The program resulted in the largest sales weekend in adidas history. It sold out 200 pairs of limited edition shoes in 50 minutes. More than 8,000 people who interacted with adidas during the program also visited the adidas Sport Performance store. And more than 550,000 media impressions were garnered.