MAM
Adidas’ ad campaign is ‘Made To Perfection’
MUMBAI: Footwear maker Adidas has announced a new global advertising campaign with basketball as its core theme.
The TVC featuring NBA All-Stars Kevin Garnett, Tracy McGrady and Tim Duncan reveals that they were Made to Perfection.
The campaign coincides with the launch of Garnett’s second signature performance basketball shoe. This fully integrated campaign was created by TBWA and debuted in the US on network and cable television yesterday 6 February. There will be extensive print, outdoor, point of sale, public relations and on-line executions.
In India, Adidas is using Sachin Tendulkar for its Impossible Is Nothing campaign. Last year Adidas had launched a new series of shoes, the Master Blaster series.
Dwelling on the US campaign Adidas head global brand communications Uli Becker said, “We feel that the message behind this campaign will resonate with our consumer and create excitement for the launch of a 3 Garnett ’05.”
The campaign opens in a remote workshop with an artist who is making a very detailed lifelike figurine of Kevin Garnett. He is very meticulous in his work, taking great effort and care in his creation. As he progresses on realises that he has created very realistic models of Kevin Garnett, Tracy McGrady and Tim Duncan.
The craftsman then takes the figures to a small door located on the floor of his workshop. He then reaches down and lifts the roof of a real arena and begins placing the three superstars on the court.
While being lowered onto the court Garnett, McGrady and Duncan all come to life. Soon after, a basketball drops down and lands between the players on the court. “The Big Three” then realize what their mission is: to be the best basketball players and ensure the future of the game.
Besides the TV spot Adidas has also come out with a 3D animation film The Journey. The film is a continuation of the broadcast spot. The three stars find themselves in an empty arena where they encounter a mysterious janitor, who leads them on a time-warp journey to basketball’s past, present, and future.
The janitor shows them basketball in its purest form in the past, the game’s present day heroics, and an unsettling glimpse of what could be basketball’s future. The players, fraught over the future state of the game, realize that they must work to preserve the purity of the sport for future generations.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
