Anthony Edwards' signature sneakers, the adidas AE 1, emerged as a major success in 2024, captivating basketball fans and players alike. The marketing strategy behind the AE 1 has been notably effective, featuring humorous commercials that illustrate Edwards' personality. However, the recent installment, which features Ice-T, draws parallels with a 2003 Reebok campaign. This raises questions about originality in sports marketing, especially when considering both campaigns' entertaining narratives that appeal to the audience through humor and celebrity involvement.
With a distinctive peach backdrop in every video, Edwards lets his personality shine bright. That means trash-talking, joking, and just being himself.
This is the first installment of Edwards' stellar marketing campaign that is not original. Older sneakerheads will see striking similarities between that video and a Reebok marketing campaign from 2003.
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