One-to-one marketing: Direct choice - Adidas 'The journey'

In the film, a mysterious janitor leads NBA stars Kevin Garnett, Tracy McGrady and Tim Duncan on a time-warp journey to basketball's past (when players compete out of love for the game and nothing else), present and future. Shocked by an unsettling glimpse of what could be basketball's future, 'The Big Three' decide to do their part to uphold the purity of the sport for future generations.

I asked a basketball player how it has changed through the years (other than the fact that players are paid a lot more nowadays). I was told that penalties and fouls are being treated with more lenience these days. For example, 'travelling' meant something back in the '80s. Today, it's not unusual to see players get to the basket from mid-court with only one dribble, and not get penalised.

An understanding of the game made me appreciate the film even more. So I'm sure Adidas' positive message about preserving the purity of the sport will be well-received by basketball fans, and probably even supporters of other sports.