CASE STUDY – adidas Grassroots 2011
Over the past three years, HallPass Media has aided in the growth of the adidas grassroots platform, providing a variety of services including brand consulting, broadcast procurement, digital branded content creation and event operations for this emerging global property. The various camps and events take place from April through August of each year at several locations including Chicago, Las Vegas, Houston, China, and Los Angeles.
The primary focus of the HallPass’ efforts is capturing and producing content for digital distribution and event operations. The HallPass team documents exclusive player interviews and photo shoots, training camp footage from the various tour stops, inside prospectives from coaches such as former Atlanta Hawks head coach Mike Woodson and Los Angeles Lakers head coach Mike Brown, and off the court dialogue among the players. The HallPass staff also executes the basketball and event operations portion for each tour stop and the adidas nations championships.
In addition to the development of branded digital content, HallPass Media secured a partnership with CBS Sports to broadcast the adidas nations final four, and championships of the adidas Invitational and adidas Super 64 , airing 8 hours of live programming on CBS Sports Network. In addition to the live programming, HallPass Media also wrote, directed and produced a one hour highlight show for CBS national, depicting the entire adidas grassroots platform giving fans a behind the scenes look at the program, the players, coaches and travels domestically and abroad. The adidas preview show received a Sunday am time slot on CBS and drew a .5 national rating with an estimated 750,000 viewers. To date, the entire 2011 television broadcast platform was viewed by over 1.2 million viewers.
Most recently HallPass Media produced the 2011 adidas grassroots basketball DVD set, the third installment of its kind. The DVD highlights the top high school basketball players from around the world, recapping the training camps, live events, coaches and behind the scenes footage. Several of the players featured appear to be headed for stardom at the NCAA and perhaps NBA level. Names like: Andre Drummond, Shabazz Muhammad, Amile Jefferson, Rodney Purvis, Cameron Ridley, Gabe York, Yogi Ferrell, Kaleb Tarczewski, Winston Shepard, Perry Ellis, Kyle Anderson, Isaiah Austin, Jordan Adams, Steven Adams, Emmanuel Mudaiay, Owen Odigie, Dante Exum, Ricardo Gathers, Hanner Perea, Delong Han, Yan Cao, Aaron Harrison, Andrew Harrison, Chris Walker, Kasey Hill, Thomas Hamilton, Trey Lyles, Theo Pinson, Keith Frazier, Elijah Brown, Nate Britt, all provide a glimpse into the future of global basketball.
