Building on last year’s “Believe in 5ive” campaign, Adidas is set to launch the “Brotherhood” campaign for the 2008 NBA season. The “Brotherhood” campaign extends the ideals first embedded in the team oriented “Believe in 5ive” campaign by erasing the individual lines created by on the court egos. The “Brotherhood” campaign will center around the interaction between Adidas’ marquee professional athletes and tomorrow’s budding stars.
To bring the “Brotherhood” campaign into the physical form, Adidas is set to release a three tiered Team Signature series of sneakers. The Team Signature series features three key styles, the TS Lightspeed, the [TS Lightswitch], and the TS Promodel (an evolution of the classic Pro Model that will tie into the Pro Model’s 35th Anniversary in 2008). Each of these silhouettes will be worn by Adidas’ key NBA players (Tracy McGrady, Tim Duncan, Kevin Garnett, Dwight Howard) etc., thus, virtually eliminating specific athlete signature sneakers from the Adidas Basketball range of sneakers. All of the styles will be tailored to the specific athlete through their color, but, the actual silhouette will remain the same.
The first of the styles set to release from this three tiered package will be the Adidas TS Lightspeed. Tracy McGrady will be the featured athlete behind the TS Lightspeed, but, most of Adidas’ athletes will wear the Lightspeed at season start.
The TS Lightspeed is a High silhouette weighing in at less than 14 ounces. The three colorways of the T-Mac Lightspeed feature a mix of Perforated Leather, Micro-Pebbled leather, and Woven Leather. Each of the colorways feature 3M Three Stripes, Adidas’s Adiprene Technology in the forefoot, and molded ankle support.
The Adidas TS Lightspeed is officially set to release on Oct. 27th for the start of the NBA season.
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