Brotherhood of Ballers
With adidas returning for a second season of the Brotherhood theme they wanted to gather some feedback from readers of Hoops Addict in regards to what it means to you.
I have to admit I’m excited adidas is switching things up and instead of looking at what focus groups have to say they want to know what the readers of Hoops Addict have to say about the Brotherhood. Because Hoops Addict provides a platform which has our posts syndicated on USA Today, NBA.com, The Chicago Sun-Times and countless other prominent websites, they viewed us a great place to spark some discussion about the Brotherhood campaign. Let’s rise to the challenge and provide them with some great feedback on what the Brotherhood means to you as a fan or player.
What’s the story behind the new line? Well, with all the talk about selfish players ruining the game of basketball, adidas wants to do their part to turn the focus away from superstar athletes and in turn focus on the team. To do this, they decided to shift away from marketing one player and instead looking at how basketball is a brotherhood and the need for everyone to pull together.
To accomplish this they broke their roster of athletes into two labels: Creator and Commander. As Chauncy Billups explains it, “Being a Creator means being able to make your teammates better; creating opportunities for them as well as yourself.” For Tim Duncan, being a Commander means, “To dominate and control the boards, the defensive end and the paint. To impose my will and change a game through energy, effort and skill.”
Last season you saw the roster of adidas athletes participating in videos together and this year they’ve taken this teamwork and brotherhood idea by reaching out to younger players.
While viewing the video below you’ll see Gilbert Arenas giving back to the game of basketball and teaching the next generation something about the game of basketball. You can also see Tracy McGrady, Tim Duncan and Dwight Howard doing similar things by clicking on their names.
As the first post on Hoops Addict about the brotherhood, adidas is looking for you to explain what the Brotherhood means to you and if you have have any personal brotherhood/team experience they want to share. In particular, do you have a Brotherhood/team experience you want to share? Do you like this shift in focus from adidas to playing as a team instead of focusing on star athletes? What does the idea of basketball being a Brotherhood mean to you?
At the end of the month I’ll pick a lucky reader and send them a prize package courtesy of adidas to thank them for contributing in this discussion about the brotherhood.