Adidas Gives Fans a Chance to Hoop with Hometown Hero - Event Marketer

Adidas Gives Fans a Chance to Hoop with Hometown Hero

DB_Adidas_2012 Book
Brand: ADIDAS
Agency: ACTION MARKETING GROUP
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (CONSUMER)
Year: 2012

The Chicago Bulls’ Derrick Rose won millions of fans during his first few years in the NBA—but nowhere were they more passionate than in the Windy City. Looking for a high-profile launch for the adizero Rose 2, Adidas capitalized on his popularity with a three-on-three basketball tournament in Chicago.

The one-day live and online event was said to be the biggest shoe launch in the city since that of the original Air Jordan. The objectives were to take over Chicago with an adidas experience and Marketing original branding, associate Rose with the brand Group in an authentic way, emphasize digital outreach and public relations, and create substantial word of mouth in Chicago and throughout the country. To do all of that, the brand launched Run with D Rose, in which 21 randomly selected participants would have the opportunity to play three-on-three against Rose and two of his childhood friends.

Hundreds attended and thousands tuned in worldwide as the entire event was streamed on the adidas basketball Facebook page and Ustream. Music during the tournament was provided by top djs Neil Armstrong, Mick Boogie and ArrabMusik. The event live feed reached 11,000 views on its Ustream and Facebook pages.

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