Adidas 2005 Annual Report Download - page 74

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70 Group Activities
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… adidas KG “What’s Inside”
In basketball, “What’s Inside” highlights eight-time All-Star
forward Kevin Garnett and his latest adidas signature shoe, the
a3® Garnett ’06. The strategy behind this highly-integrated brand
campaign is to celebrate the different characteristics that make
up who Kevin Garnett really is by showing him in five different
roles: the field general, the action hero, the child, the gladiator
and the comedian. Garnett is not only one of the best players in
the game but also one of the biggest personalities in basketball.
His ability to show incredible determination and leadership
on the court, as well as his youthful exuberance and sense of
humor, is what makes him such an exceptional player and an
outstanding athlete. The campaign will help us strengthen our
positioning in the important basketball category.