This campaign is a coming out party, of sorts, for adidas basketball. With arguably the three best basketball players in the world now wearing adidas shoes, it was time to let the world know that adidas is a legitimate basketball brand. 21121 refers to the jersey numbers of Kevin Garnett, Tracy McGrady, and Tim Duncan. 21121.com is not only a website, but it's also an unwritten code of basketball conduct to which these players adhere to. Along with adidas, these three players have set out to raise the game of basketball to new heights.

Print and OOH were launched in January to build awareness that these three players were under the adidas umbrella, as well as to drive people to the new website, 21121.com. Once on the website, a teaser for the TV spot was shown, along with a date to check back for new content. In early February, the TV spot launched. A super at the end of the spot drove people to the website, where they could view the sequel to the TV spot, an animated web film called "The Journey", along with online content relating to the players.