04/02/2019

Adidas Ambushes Super Bowl LIII Via ‘Only In Atlanta’ Animated Mini-Series Promo For BAPE Collaboration

One key strand of adidas’ Super Bowl LIII ambush programme saw the sportswear giant work with Quavo and a squad of its biggest football stars to create an animated series called ‘Only In Atlanta’ that promoted its camouflage collection collaboration with Japanese street wear brand BAPE (Bathing Ape).

 

The German-based sports apparel behemoth worked with the Migos rapper, who hails from Georgia, and a strong line-up of its American football athlete endorsers to commercially commemorate the USA’s biggest annual sporting event through a cartoon miniseries.

 

The Adidas animation was initially teased on the Monday ahead of the Big Game,

 

 

while the first episode only sets up the premise: with an animated Quavo telling a story about the “greatest” 7-on-7 football game ever played.

 

Essentially, the story setup sees a team of players – called the ‘Five Points Crew’ – hanging out together when bad news shows up.

 

The ‘Five Points Crew’ are Aaron Rodgers, Alvin Kamara,

 

 

Von Miller, Dr. Jen Welter (the coach) – who are all introduced via their own animated clips

 

 

Stefon Diggs,

 

 

Joey Bosa, Marcus Peters,

 

 

league MVP Patrick Mahomes,

 

 

and Adam Thielen.

 

With further animations linking directly through from the cartoon story to the adidas/BAPE collection.

 

 

The first episode introduces the team and then sets up a game against the ‘Bone Crushers’ who lay down a challenge.

 

The second episode dropped on Tuesday

 

 

with the series continuing to run through the week

 

 

 

until climaxing with an animated Super Bowl victory tribute.

 

 

Comment:

 

Of course, plenty of brands around the world leveraged Super Bowl 53, but we feel that adidas’ animated show was one of the stand-out pieces of guerrilla marketing – especially when creative craft is taken into account.

 

Stylish and slick!

 

Adidas also used the Super Bowl to promote its collaboration and new product range with BAPE (Bathing Ape) – https://www.adidas.co.uk/bape which saw it bring the streetwear company’s iconic camo to some of adidas’ signature products and then promote it both across its digital channels and on-the-ground around the Super Bowl.

 

 

 

 

 

Links:

 

Adidas

https://www.adidas.com/us

https://www.facebook.com/adidas/

https://twitter.com/adidasFballUS

https://www.instagram.com/adidas

https://www.youtube.com/user/adidas



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