adidas Basketball unveils Trae3

A new campaign from adidas Basketball, titled Trae by Tim Young, with their advertising partner, Johannes Leonardo. We thought it may be of interest.

In collaboration with the Atlanta Hawks NBA Basketball Player, Trae Young, Trae by Tim Young, delves into the heart of Trae Young's journey, capturing the essence of his persona and shedding light on what truly matters when the lights are bright and the noise is loud.

Set to resonate with the Gen Z audience, Trae by Tim Young focuses on authenticity and candid moments of joy, both on and off the court. It's a bold departure from the glitzy and overproduced norm, where production is stripped back to let the real Trae Young shine through.

Adidas – The Untold Story of TRAE by Tim Young

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Agency Johannes Leonardo/New York

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Credits

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Agency Johannes Leonardo/New York
Group Creative Director Jeph Burton
Group Creative Director Hunter Hampton
Creative Director Zack Browne
Creative Director Alfonso Ruiz
Art Director Kelechi Mpamaugo
Executive Producer Tina Diep
Designer Shaung Wan

Copywriter Chris Chance
Senior Producer Travis Kinsella
Production Supervisor Nick Tuttle

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The campaign's visual direction revolves around showcasing the genuine side of Trae, allowing viewers to witness the seldom-seen moments through the eyes of his younger brother, Tim. Contrary to the persona of a “villain” that may have been portrayed publicly, this spot aims to capture the essence of Trae, resonating with the audience in a deeply emotional way. The teams created this campaign in an effort to redefine the way signature shoe launches are perceived in the industry.

Alfonso Ruiz at Johannes Leonardo said: "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.” said Alfonso Ruiz “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."

Eric Wise, Global GM, Basketball at adidas adds: "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."