adidas Basketball, in collaboration with its advertising partner Johannes Leonardo, has introduced an innovative campaign titled “‘Trae’ by Tim Young.” This captivating campaign centers around NBA player Trae Young of the Atlanta Hawks, delving into his journey and offering an unfiltered glimpse into his life both on and off the court.
The shoe signifies a departure from the conventional glitz and glamor associated with athlete campaigns. Instead, it focuses on authenticity, candid moments of joy, and capturing the true essence of Trae Young. Designed to resonate with the Gen Z audience, the campaign aims to redefine the perception of signature shoe launches in the industry.
The visual direction of the campaign centers on showcasing the real Trae Young, allowing audiences to witness seldom-seen moments through the lens of his younger brother, Tim. In contrast to any potential public “villain” portrayal, the campaign’s goal is to present Trae’s authentic self, creating a deeply emotional connection with viewers.
Eric Wise, Global GM, Basketball at adidas, shared his thoughts on the campaign’s unique approach, saying, “At adidas, we strive to challenge the status quo, and the ‘Trae’ campaign epitomizes this spirit. By moving away from the glitz and glamor of traditional campaigns, we’ve unlocked the true essence of Trae Young and his journey. Gen Z values authenticity above all, and we’re excited to present this genuine side of Trae through ‘Trae3,’ his signature shoe.” Watch below:
REELated:
Alfonso Ruiz at Johannes Leonardo remarked, “We wanted to bring out the authentic essence of Trae Young in this campaign. It was about capturing the raw and candid moments that define his journey, allowing viewers to see the real person behind the superstar athlete. Challenging traditional celebrity advertising tropes with a brand like Adidas has been an impactful experience, and we believe this campaign will connect with audiences in a truly meaningful way.”
“Trae” by Tim Young not only offers a fresh perspective on athlete branding but also encapsulates the journey, authenticity, and joy that define Trae Young’s story. As the campaign resonates with Gen Z’s preference for genuine connections, it redefines how athlete endorsements can engage and connect with modern audiences.
CREDITS:
BRAND: adidas
- Alasdhair Willis Chief Creative Officer
- Nic Galway SVP, Creative Direction
- Paul Webber Sr Global Brand Marketing Director
- Jalal Enayah Sr Footwear Designer
- Miles Jackson Cartwright Manager Communications Basketball
- Cameron Major Global Communications Manager
- Brandon Carr Global Brand Marketing Manager
- Langston Morris-Walker Sports Marketing Manager
- Allen Xie Marketing Manager
- Chloe Gibert Manager Communications Basketball
- Melissa Chun Global Category Director Basketball Apparel/Accessories
- Barbara Sitangaan Assistant Manager Storytelling
- Miles Bergstrom Producer Creative Shoot & Production
- Connor Martin Producer Creative Shoot & Production
- Brendan Logan Producer Creative Shoot & Production
AGENCY: Johannes Leonardo
- Jeph Burton Group Creative Director
- Hunter Hampton Group Creative Director
- Zack Browne Creative Director
- Alfonso Ruiz Creative Director
- Shaung Wan Design Director
- Hannah Lo Bello Senior Designer
- Chris Chance Copywriter
- Kelechi Mpamaugo Art Director
- Tina Diep Executive Producer
- Travis Kinsella Senior Producer
- Joe Bringuier Senior Business Affairs Manager
- Sam McCallum Head of Account Management
- Jack Haley Account Director
- Jessica Levy Account Supervisor
PRODUCTION COMPANY: Paige Dorian Production
- Paige Dorian Executive Producer
- Sevier Crespo Producer
- Aubree Reda Production Manager
- Nick Tuttle Production Supervisor
- Naveen Thavathiru Photographer
- City James DP
- Darrin James DP
- Mitch Yapko 1st AD
- Ben Rasmussen Location Manager
- Joe McKay Set Designer / Prop Stylist
- Sue Choi Wardrobe Stylist
- Groomer Ashley Humphreys
FINISHING: One Hundred Berlin
- Brett Kincaid Partner
- Jasmine Plata New Business + Talent Director
- Josh Rappaport Producer
- Michael Czeizinger Producer
- Alexi Bednarcyzk Producer
- Julie Heuse Account Manager
