Henry V Events

Taking the Experience to Multiple Markets

When adidas rolled out their Brotherhood campaign, Henry V delivered a west coast introductory tour.

The Challenge:
The adidas Brotherhood basketball campaign emphasized the importance of teamwork. So the introductory international press tour needed to do the same. Now, how to get nine strangers from six countries to believe and communicate the plan...

The Solution:
Henry V helped adidas create a 3-day, action-packed adventure that stretched from Portland to Los Angeles. Writers and reporters experienced:

• Personal interviews with players from the NBA’s Lakers, Blazers, Rockets, the UCLA Bruins and WNBA star Candace Parker
• Discussion with the NBA’s Director of Global Expansion
• One-on-one visits with Lakers coach Phil Jackson, UCLA coach Ben Howland and Hall of Famer Magic Johnson
• Private tour of UCLA’s famed Pauly Pavilion and Hall of Champions
• Product development demos with the adidas Innovation Team
• A Venice Beach streetball game against local stars

The Results:

• Nightly video reports on ESPN Brazil, Spain and South Korea
• Images, facts and stories to fuel 6 months of articles, blogs and newscasts
• Strong new relationships for future coverage on the momentum and performance of adidas basketball