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Adidas Celebrates March Madness

In honor of the college basketball tournament, Adidas launches a series of “webisodes,” promotes shoe.

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Adidas' Mad Clima shoe

Photo By Courtesy Photo

NEW YORK — Adidas is going mad for March.

March Madness that is. This week, Adidas is launching a new campaign called “March is a Brotherhood” A special web video series is part of the campaign, with basketball stars Kevin Garnett, Dwight Howard, Tracy McGrady and Josh Smith looking at college basketball’s importance for the game. Garnett visits UCLA, Howard goes to Kansas, McGrady heads to Louisville and Smith looks at Pitt. The videos will roll out this week on social networking sites, as well as the college networks of the schools featured in the videos.

Also, the company is marketing the Mad Clima shoe, which is designed to keep basketball players light and cool during games. The shoe comes in three versions with the logos for UCLA, Kansas and Louisville, as well as a solid color patent option in a variety of color ways. Retailing for $80, the shoe is available at Adidas Sport Performance stores and on Shopadidas.com.