Adrian Parker

Event Description:Footaction USA Marketing, in conjunction with adidas Retail and Lifestyle Marketing created "The All Day All Night: Road to the Apollo Competition", to promote the launch of the All Day All Night 3 line of footwear and apparel, exclusive to Footaction. A product line conceptually designed to fit the Footaction consumer’s lifestyle, whether at school, on the basketball courts or the club.

By incorporating music, fashion and sports, FA Marketing created a promotion that brought awareness to the ADAN 3 line, and gave the consumer an opportunity to showcase their musical and athletic talents in a community atmosphere.

The promotion consisted of four separate competitions: One-on-One, Dunk, DJ Battle and MC Battle competitions in four major cities (Los Angeles, Detroit, Houston, and Miami). Regional winners won ADAN 3 gift packs and an all-expense paid trip with a guest to New York to compete at the world famous Apollo Theater for grand cash and prizes.

“The Road to the Apollo” concept received print and TV coverage through major network affiliates in each market. By partnering with Playstation®, 989 Sports®, Guitar Center and J Records, synergies were maximized to reach our mutual target consumers. In exchange for co-branding opportunities, our partners provided amazing prizes to the winners. Overall, awareness was brought to thousands of consumers for both the product and the brand, while strengthening a lasting partnership with Footaction.

Entry Ballot Box Event Go-Cards

Wrapped RV

13 Market Radio Buy featuring celebrity

judges

Print Ads

Internal & external digital hype

Micro Site

FATV Commercial

Regional Markets: July 5 (Los Angeles and Detroit)

July 12 (Houston and Miami)Radio Promotion Began: June 23

Radio spots and street teams directed consumers to the hosting Footaction location to sign up and compete in one of the four competitions, while inviting listeners to come check out the Block Party action. The Block Party atmosphere was created using a portable stage, the ADAN 3 RV and vans, and by partnering with local businesses to offer free food and drinks for the consumers. Car showcases, 989 Sports® video games and Playstation® 2 kiosks, along with ADAN 3 fashion shows were all part of the day-long activities. Footaction retail staff were on hand to showcase the ADAN 3 apparel and footwear, while distributing T-shirts to Footaction Gold Club members.

ADAN Finals/Block Party Market: New York, August 16DJ/Radio Partners: Big Tigger and Kool DJ Red Alert of Power 105 (105.1FM)The Finals took place in Harlem just two days after the NYC Blackout. Overcoming major travel obstacles, we were able to get all but two of our finalists to NY. Antoine Walker, of the Boston Celtics, served as our host and judge for the Dunk contest and the ref for the One-on-One Competition. Big Tigger and DJ Red Alert served as the hosts for the MC and DJ Battle. The night was capped off with a performance for a sold-out Apollo crowd, by Def Jam Recording Artists, The Diplomats, and a special performance by Cam’ron.

ADAN MC and DJ Finalistsat dinner in Times Square, NY

ADAN Finalists, Antoine Walker,with Orville Hall and Porsche Taylor

One-on-One WinnerEvans Louis

Dunk WinnerWhitney Jones

DJ WinnerDJ Lynn Swann

MC WinnerMalado

The Champions of the ADAN Road to the Apollo Competition received an amazing cache of prizes! The One-on-One and Dunk winners won $1,000 cash, plus a one-year adidas product sponsorship. The DJ winner won a DJ system courtesy of Guitar Center. The MC winner won a J Records Demo Deal, including studio and production costs. All winners in each category won an adidas Prize Pack and a Playstation® 2 Prize Pack.

DJ Red Alert and DJ Lynn SwannEd Lover signs autographs | Adrian, A. Walker & Terence |

Cam’ron, Juelz Santana and Jimmy Jones, of The Diplomats, rock the sold-out Apollo Theater crowd.

Block Parties included plenty of high-flying dunks, top notch rap battles, crazy DJ skills and fun for all.

Footaction USA Promotions Team:Willie Smith

Terence ReillyAdrian Parker

Sean MayoMelanie Lucardi

Special Thanks to:Jill Rankin

Travis GonzolezEdelman PR

Playstation®989 Sports®

J RecordsGuitar Center

Marshawn BoydOrville Hall

Porsche TaylorAdriana Contreras

Footaction USA Marketing & Brand Development 2003. All photos for FTSA internal use only.

Please obtain written permission from the Marketing Team before using any of the elements in this report.

Watch out for the new ADAN colors available Oct. 1st & Nov. 1st

exclusively at Footaction!