Cannes Lions

ADIDAS BASKETBALL

EVB, San Francisco, Ca / ADIDAS / 2008

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"Basketball is a Brotherhood" is the celebration of a group of players brought together to form a single, unstoppable unit. The sole objective is to win through honouring the core values of the game: we lead by example; we trust each other; we make the extra pass, we fight for our fellow brother every night; we don't check box scores. And the only name on the jersey we care about is the one across the front. In the "Brotherhood," dynasties don't happen alone. In the "Brotherhood," it’s "We not Me." The "Brotherhood" only happens when forces combine and egos die. Laugh and cry together. Win and lose together. Fight together. Always together! Only through team and through a "Brotherhood" can you achieve the impossible.

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