Adidas and NBA star Trae Young are going after young sports fans with a new sneaker collection. Launching just in time for the start of the NBA season, Adidas and Atlanta Hawks’ Trae Young are teaming up on an “Impossible Is Nothing” campaign aimed at showing the next generation of sports stars how to overcome the odds. Included in the campaign is a signature Adidas footwear collection, featuring five different colorways (ICEE, ICEE Cotton Candy, So So Def, So So Def ATL, and Peachtree) inspired by Young and iconic symbols of Atlanta, Georgia. Athletes are one of Gen Z and Millennials’ favorite celebrities, and creating merch inspired by them (and their favorite sports leagues) is one way to engage with them. (Adweek)
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