Entitled 'What's inside', the campaign incorporates television, print, point of sale and online elements. Building on the 'Carry' commercial, which highlighted the player's strength, the new TV spot presents different facets of Garnett's personality: an action hero, a joker, a gladiator, a kid and himself -- a player who loves the game. "The 'What's inside' concept was tailor-made for him," said Uli Becker, adidas head of global communications. "We wanted to tell an impactful story, as Garnett brings more to the court each night than anyone else."
The Garnett '06 range will be launched in three colour variations over the next three months.
Adidas launches global campaign for Garnett range
Adidas has rolled out a TV-led global campaign for the launch of the third collection in a range designed specially for US basketball star Kevin Garnett.