Much in the manner of the "+10" soccer work, Adidas simultaneously stresses individual stardom and
teamwork in the new multimedia "It Takes 5" basketball campaign. In print and outdoor executions, NBA All-Stars Tracy McGrady, Kevin Garnett, Tim Duncan, Chauncey Billups and Gilbert Arenas are melded into a dunk machine that's bigger than themselves. "We want to tap into the idea that there is more to the game then just individual achievement," says Eric Liedtke, Adidas VP-global brand marketing. "Focusing on the value of being part of a team is the true spirit of basketball. We're showing that real success can come only from teamwork, which is the most essential aspect of a team sport." The five single pages work together to form one continuous play down the court, which is demonstrated in a five-page poster running as an insert in Slam
Magazine, the payoff being a slam dunk that incorporates all five players (see the PDF).
During the campaign, each of the superstars will also launch his own signature shoe, but there's a selfless aspect to this, too, apparently. For example, "It's important for people to know that without my teammates I wouldn't have a signature shoe," says Tracy McGrady of his new T-Mac 6. "So for me, my signature shoe represents my teammates, not just me." Photography by Nitin Vadukul, NitinVadukul.com.