In the past couple weeks, Damian Lillard has been on a serious advertising blitz for Adidas. I guess you could say that Adidas is making Lillard earn every cent of that contract that is valued at over $100 million.
However, instead of utilizing the usual up-tempo, serious, and in-your-face advertising that we are used to seeing from Adidas’ media campaigns, they seem to be taking a different approach recently. This has taken the form of a new, and seemingly close, bond between Lillard and another party.
Coupling with the idea that Adidas has continued to trend in a light-hearted direction, it employed the use of some light humor. That being said, who better for Lillard and Adidas to partner with then former Man Show and current late night show host Jimmy Kimmel?
Thus, a newly formed friendship and partnership was born! Kimmel and Lillard’s first debut took the form of a Foot Locker-partnered commercial entitled “The Bobby Butter Story.”
In the commercial, Lillard walks with Andrew Wiggins, the NBA rookie of the year in 2015. After Lillard warns Wiggins about the woes of being “too complacent” with his early success, he shows Wiggins its effect on the former great Bobby Butter, played by Kimmel.
[youtube https://www.youtube.com/watch?v=OYwZegJC7RU]If their success in this first attempt at advertising weren’t enough, Kimmel and Lillard partnered again on Kimmel’s show, “Jimmy Kimmel Live!” on Aug. 20 for an on the air plug for Adidas new Adidas ZX Flux.
While on the air, Lillard suggests to Kimmel that, “The ZX Flux is available in so many colors and patterns, that the possibilities are infinite.” Kimmel, in disbelief, begins a hilarious banter with Lillard about possibilities. With every whimsical and ridiculous inquiry from Kimmel, a pair that he requests falls directly into Lillard’s lap.
[youtube https://www.youtube.com/watch?v=ZWNs-Stz0Vg]All hilarity aside, Adidas may be on to something that we will see other big brands implementing. Before Lillard signed a contract with Adidas, their first-quarter sales in 2014 were $3,963 (in millions). The 2015 first-quarter sales jumped up to $4,649, showing an increase in 17.62%.
It is definitely without question that the Lillard and Kimmel partnership doesn’t hold all the weight of the increase in sales. However, it looks like Adidas might be taking this strategy worldwide as seen by the Leo Messi commercial, which aired on Aug. 20 as well.
International resonance aside, it would be nice to see Lillard have some local features or nods. Take for example Lillard’s PDX carpet-themed shoes and the fact that he is the only remaining starter from the 2014-2015 season. I think Adidas could cook up something hilarious and sarcastic along the lines that Lilllard was the only Trail Blazer to not fly out of Portland while wearing the shoes.
I personally am loving the light-hearted approach to advertising that Adidas has taken recently and, moreover, am hoping to see more of the Lillard and Kimmel partnership. I bet Adidas, Lillard, and Kimmel can continue their off-the-cuff and approachable advertising and am excited for the next party member they add to the mix.
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