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adidas International: Basketball is a Brotherhood


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“Basketball is a Brotherhood”, a new campaign from 180 LA emphasizing the true meaning of team and expressed in the line “We Not Me”. NBA All-Stars Gilbert Arenas, Chauncey Billups, Tim Duncan, Kevin Garnett, Dwight Howard and Tracy McGrady are featured in the multi-platform campaign, which shifts the focus away from individual superstars to celebrate the series of real-life moments when a group of players becomes a team.
“This campaign captures the beauty of basketball by showing what’s possible when players become a tight unit, a family, a brotherhood. When that happens, you’re unstoppable” says William Gelner, Executive Creative Director at 180 LA. “Look at the Spurs of today or the Lakers and Celtics of the 80’s. Great basketball is now, and has always been, about team.”
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