Adidas 'it's on me for my brotherhood' by 180 Los Angeles

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Adidas is launching a new global campaign featuring rising NBA stars, Dwight Howard and Derrick Rose, to celebrate the individuals of a Brotherhood and the contributions they make to their team.

‘It’s on me for my Brotherhood’ focuses on the basketballing strengths of the two men, demonstrating how adidas Basketball footwear and apparel enhances their performance and ultimately solidifies their Brotherhood.

The message behind the campaign is that while the players are part of a larger Brotherhood, each individual is responsible for doing his bit to strengthen the team as a whole. The campaign also stars fellow NBA players Kevin Garnett, Chauncey Billups, Tim Duncan, Tracy McGrady and Josh Smith.

As part of the digital imitative, the campaign will be hosted at the updated adidas basketball site, which was developed by 180’s sister company RIOT. 

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Released: 14 October 2009

Creative in this campaign:


Project name
It's on me for my Brotherhood

Ryan Morlan, Global Communications Director; Lorrin Pascoe, Global Communications Manager; Mitty Arnold, Global Communications Manager

Tom Hamling, Amir Farhang

Art director
Erwin Federizo

Production company

Patrick Murphy

Jon Hopp

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