Adidas Breaks T-Mac Spot

  • October 18, 2002
A day after Reebok announced its Hip-Hop spots featuring Allen Iverson, Adidas has taken a more team-oriented approach. The campaign creative features Orlando Magic star Tracy McGrady, and promotes the November 1, 2002 launch of the T-MAC 2. The campaign delivers an authentic message about adidas' point-of-view on "team" basketball, “illustrating that teamwork raises the level of play of the individuals.” The ad campaign is the latest work from adidas' relationship with 180/TBWA, the agency partnership between Amsterdam-based 180 and TBWA\Chiat\Day. The campaign launches with two worldwide spots, titled "One" and "Acknowledge," respectively. The first ad, "One," is set to the popular, classic song "One is the Loneliest Number," and features a montage of basketball moments that progress from individual athletes to inspirational team scenarios. The second spot, "Acknowledge," speaks to the importance of teamwork even for the most talented players.
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