Adidas Woos Press with the Brotherhood Tour - Event Marketer

Adidas Woos Press with the Brotherhood Tour

DB_Adidas_2009_EX
Brand: ADIDAS
Agency: HENRY V
Awards: EX AWARDS — BEST PRESS/MEDIA EVENT
Year: 2009

To create media buzz for the 2008-2009 NBA season, adidas gave one media outlet from each key market an up-close experience with what it does in the basketball category.

The Brotherhood Tour kicked off on a Thursday in Portland, OR, at a Trail Blazers vs. Houston Rockets game. The guests were given locker room access before and after the game. On Friday, the group visited the adidas U.S. headquarters campus for an overview of the basketball category and heard first-hand from members of the adidas global basketball family. On Saturday, it was off to Los Angeles for a trip to UCLA and a meeting with Bruins head coach, Ben Howland. Later, the group attended an L.A. Lakers practice and interviewed the players and coaches. On Sunday, guests played a game at the popular Venice Beach courts with local teams, complete with cheerleaders and spectators. The last stop was for a Lakers vs. Rockets game at Staples Center with pre- and post-game locker room access and a press conference.

The tour generated press coverage in key markets all over the globe, including nightly segments on ESPN during the tour.

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