Champs Sports, the mall-based sporting goods retailer owned by Foot Locker and Adidas Originals are launching the latest adicolor Collection with a Tumblr-inspired ad campaign featuring a 30-second spot with Damian Lillard of the Portland Trail Blazers, Iman Shumpert of the New York Knicks and Von Miller of the Denver Broncos.
The spot premiered during the TNT broadcast of the Knicks vs. Blazers NBA game on March 14th, with was "conceived to turn the attention of multimedia-tasking teens to TV, then back online where they can view alternate versions of the commercial," according to a press release.
“The 30-second broadcast spot brings to life the mixed media found on the typical high-school teen’s Tumblr feed, including photos, video, illustration and games, hitting on all of the cultural touch points that matter to guys—sports, entertainment, fashion, music and women," notes Counterkicks.com.
“Spot The Difference,” an embeddable photo hunt game featuring the three sports superstars, was created by Portland-based Kamp Grizzly to work—foot in shoe—with the ad campaign.
“The guy who buys gear at Champs gets his style cues from the athletes he respects and the media he consumes,” commented Frank Bracken, vice president of marketing. “That’s what drove the strategy behind our new Tumblr-style creative. It’s a visual and sonic sugar rush that represents three professional athletes who have just as much game off the court as they do on it.”
This is the latest campaign to garner attention especially from male athletes, but Adidas is paying close attention to the females, too. The company has launched the social campaign #mygirls, which is part of its global "All In" campaign, which began in 2011. The landing page plays hosts to videos that capture not only the physical challenges of being an athlete, but also addresses gender issues in sports.