MediaBank: Adidas Goes All-Star... Sharapova in Print

NBA star Dwight Howard headlines a digital marketing initiative.

with contributions from Jennifer Ernst Beaudry
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Adidas Goes All-Star
Adidas is hitting the airwaves this weekend with a new NBA All-Star game ad inspired by the Orlando Magic’s Dwight Howard. “Dwight is 23, he’s this digital-crazed kid,” said Ryan Morlan, head of global communication for Adidas basketball. “He practically goes to bed with a cell phone [in his hand].” So Adidas — the official sponsor of the NBA — decided to turn Howard’s always-on aesthetic (and his desire to connect with the record 3.1 million fans who secured him his spot in the All-Star lineup) into a highly digital campaign. Called “Inside PDX with Dwight,” the multimedia initiative kicked off Feb. 9 with videos hosted on that showcased his preparation for the game in Phoenix this Saturday. But the real meat of the approach begins today: Once he arrives in Phoenix, Howard will continuously update with text messages, videos and voicemails to give fans a behind-the-scenes take on the game. According to Morlan, the updates (which will be translated into traditional Chinese for basketball-hungry audiences in China) will also be interactive. Fans can leave Howard messages and questions, which he will respond to. Morlan wouldn’t estimate how many visitors he expected on, but he did say Adidas would continue to use new media to reach their customers. “We always want to maintain a two-way conversation, and digital is the way to do that.

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