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Adidas’ Anthony Edwards AE1 ads boldly diss Nike, Jordan, and other basketball rivals, showcasing Edwards' charisma and challenging the dominance of established brands. The AE1 campaign, purely social media-driven, highlights Adidas' innovative approach in the competitive sneaker market.
Anthony Edwards' Adidas Campaign Boosts His NBA Stardom and Challenges Nike's Dominance
"They said I got a little buzz going," Anthony Edwards says in the social media short "AKA," promoting the NBA star's Adidas basketball sneakers, as per Adage.
Edwards, 22, whose Minnesota Timberwolves lost to the Dallas Mavericks in the NBA Western Conference Finals, is becoming the face of the league and a force in sneaker wars. The Adidas advertisements, produced by Johannes Leonardo, show Edwards establishing his brand with charisma and self-confidence.
The campaign, purely on social media without sponsored backing, cleverly links Edwards to sneaker legend Michael Jordan. It’s significant for Adidas, which has struggled to compete with Nike and Jordan brands. Nike, despite facing increased competition, remains the dominant player on NBA courts, with 65% of players wearing Nike shoes in the 2022-23 season.
Anthony Edwards' AE1 Sneaker Sparks Adidas Resurgence, Earns Sneaker of the Year Nod
Experts now recognize Adidas thanks to Edwards. Industry watcher Mike D. Sykes stated that Edwards' signature Adidas shoe, the AE1, is a candidate for Sneaker of the Year.
Edwards, selected first overall in the 2020 NBA Draft, secured a shoe deal with Adidas soon after. The AE1 launched in October with a bold advertisement subtly dissing competitors like Puma's LaMelo Ball and Nike's Ja Morant, Luka Dončić, and LeBron James. The campaign, guided by Edwards' charisma, aims to channel classic basketball advertising.
Edwards' game and sneaker-selling ability draw comparisons to Jordan, though Adidas maintains he is the first Anthony Edwards. The AE1 shoe, praised for its bold simplicity, has exceeded performance expectations and sold out all variations, marking a resurgence for Adidas basketball.
Adidas' basketball unit, now in Los Angeles, aims to reclaim its 1990s and early 2000s energy, once seen with stars like Tracy McGrady and Kobe Bryant. CEO Bjørn Gulden emphasizes that basketball influences global youth fashion and street culture.
