Adidas today breaks its biggest-ever basketball push in the U.S., with a campaign that takes on Nike's celebration of individual superstars, like Michael Jordan and LeBron James. Called "It Takes
5IVE," the campaign emphasizes the concept of team over individuals and features Tim Duncan, Gilbert Arenas, Tracy McGrady, Chauncey Billups and Kevin Garnett.
Adidas also has inked a
partnership with EA Sports to create a video game in which the five Adidas-sponsored players square off against NBA teams. All five "team members" will soon have their own signature shoe, retailing
from $80 to $130.
Adidas is trying to capitalize on a new 11-year deal to be the National Basketball Association's main provider of uniforms and clothing. Its share of the U.S.'s $2.6
billion basketball sneaker market is growing, but has only reached 10 percent--or 14 percent including Reebok, which the company bought earlier this year. Nike and its subsidiary brands command 81.8
percent of the market.
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