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,
Only In Atlanta.
Your boy @QuavoStuntin tells the story of the craziest 7 on 7 game ever played. Click-through to watch the full episode.@BAPEOFFICIAL #adidasBAPE
— adidas Football US (@adidasFballUS) January 28, 2019
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,
Comin’ 4 1t All
On to the next round for @A_kamara6.#teamadidas pic.twitter.com/b4cukr9bOE
— adidas Football US (@adidasFballUS) January 14, 2019
Von Miller, Dr. Jen Welter (the coach) – who are all introduced via their own animated clips
I was there when the most epic 7v7 game was
played. https://t.co/1nTmVe9a6R @adidasFBallUS #adidasBAPE #createdwithadidas pic.twitter.com/SVPSkBa3JF— Dr. Jen Welter (@jwelter47) January 28, 2019
Stefon Diggs,
I was there when the most epic 7v7 game was played. https://t.co/3aITSnASPB @adidasFBallUS #adidasBAPE #createdwithadidas pic.twitter.com/b7iPkkZC2G
— DIGGS (@stefondiggs) January 29, 2019
Joey Bosa, Marcus Peters,
All that talk@marcuspeters x #teamadidas pic.twitter.com/3qssmH4PaX
— adidas Football US (@adidasFballUS) January 20, 2019
league MVP Patrick Mahomes,
Feelin’ right at @PatrickMahomes5 cruised to the next round.#teamadidas pic.twitter.com/Pw4BvEmqvJ
— adidas Football US (@adidasFballUS) January 13, 2019
and Adam Thielen.
With further animations linking directly through from the cartoon story to the adidas/BAPE collection.
Iced Out
Find out how the Five Points Crew got their gear. Click-through to watch the full episode.@BAPEOFFICIAL #adidasBAPE
— adidas Football US (@adidasFballUS) January 29, 2019
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
Game On.
The Five Points Crew goes head to head with the biggest & baddest. Click-through to watch the full episode.@BAPEOFFICIAL #adidasBAPE
— adidas Football US (@adidasFballUS) January 30, 2019
with the series continuing to run through the week
Only In Atlanta @adidasFBallUS @bape_japan #adidasBAPE #createdwithadidas @QuavoStuntin @1GunnaGunna pic.twitter.com/21m8fRNQBo
— (J.I.D) (@JIDsv) January 31, 2019
until climaxing with an animated Super Bowl victory tribute.
ROOK WITH THE CHECKMATE.
Congrats to @Flyguy2stackz who capped off his stellar season with a TD & a ring.#teamadidas pic.twitter.com/OkA5i9ubqN
— adidas Football US (@adidasFballUS) February 4, 2019
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.
adidas & BAPE® FOOTBALL COLLECTIONhttps://t.co/D5UvUZNErX #adidasBAPE #bape #adidasfootball pic.twitter.com/e93uJPuY4N
— BAPE.COM (@BAPEOFFICIAL) January 28, 2019
CRANK IT UP.@BAPEOFFICIAL #adidasBAPE pic.twitter.com/ATbfw2prMs
— adidas Football US (@adidasFballUS) February 1, 2019
VIPS & MVPS.#teamadidas @BAPEOFFICIAL #adidasBAPE pic.twitter.com/a6bdp3vITp
— adidas Football US (@adidasFballUS) February 2, 2019
HATERS GET MAD CUZ…@BAPEOFFICIAL #adidasBAPE pic.twitter.com/LY5kI09Ico
— adidas Football US (@adidasFballUS) February 1, 2019
Links:
Adidas
https://www.facebook.com/adidas/
https://twitter.com/adidasFballUS
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