We invited 12 young players to what they thought would be a skills camp where they were surprised by six NBA All-Stars. We documented the weeklong experience and cut the episodic content up into multiple platforms-web films, direct-response TVC, print, mobile and retail.

Over 5 million mobile opt-ins as well as a double-digit sales increase of the Team Signature line. Further research showed that 82% of basketball players believe Basketball is a Brotherhood, and for the first time, adidas found its voice within the genre.