ADIDAS AIRS OUT NEW KOBE BRYANT SHOE, AD CAMPAIGN adidas has launched a new global marketing effort behind the launch of Laker Kobe Bryant's first signature shoe, the Equipment KB 8. The campaign features a 30- and 60-second spot that began airing this weekend. Print ads and in-store POP's also run with the tag, "Just Believe In Yourself." The KB 8 retails for $100. adidas will also sponsor the "KB8 Challenge" around the launch, an event that will give over 50 L.A.-area high schools the chance to compete for up to $50,000 worth of adidas products. The company also plans to roll out a new, high-end line of sneakers, the Equipment Real Deal, in January. Eight NBA adidas sponsors -- including the Celtics' Antoine Walker, the Raptors' Tracy McGrady, the Sixers' Tim Thomas and the Blazers' Jermaine O'Neal -- will begin wearing the new line of shoes starting in late December (THE DAILY). In ADWEEK, Noreen O'Leary reports the new campaign is adidas' "most elaborate advertising created specifically" for Bryant, whom the company considers "its hottest marketing commodity." Leagas Delaney, London, created (ADWEEK, 11/3).
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