This Adidas Campaign Introduces Ricky Rubio Backyard Wrestler
Jonathon Brown — February 22, 2013 — Marketing
References: footlocker & complex
The string of recent Adidas commercials continues with Ricky Rubio Backyard Wrestler. In collaboration with Footlocker, the commercial shows Minnesota Timberwolves point guard Ricky Rubio playing a scrimmage game in practice before posing the question “When Ricky Rubio finishes crossing up defenders, does he leave the court and become Ricky Rubio Backyard Wrestler?”
The commercial then flips to a backyard wrestling match where Ricky meekly takes down his opponent after quite a struggle. The narrator returns at this time and says in a sarcastic tone “Don’t be ridiculous. When he leaves the court he’s still international icon Ricky Rubio.”
Rubio is a Spanish basketball player who now plays in the NBA, but became the youngest player in the Spanish ACB League at age 14. The commercial ends by saying all his apparel is Footlocker approved.
The commercial then flips to a backyard wrestling match where Ricky meekly takes down his opponent after quite a struggle. The narrator returns at this time and says in a sarcastic tone “Don’t be ridiculous. When he leaves the court he’s still international icon Ricky Rubio.”
Rubio is a Spanish basketball player who now plays in the NBA, but became the youngest player in the Spanish ACB League at age 14. The commercial ends by saying all his apparel is Footlocker approved.
Trend Themes
1. Spoofed Athlete Commercials - Brands can capitalize on the trend of humorous, unexpected, and often surreal athlete commercials that humanize sports stars and entertain viewers.
2. Backyard Wrestling Revival - The resurgence of interest in non-professional wrestling creates unique opportunities for sports, entertainment, and branding collaborations.
3. International Icon Status - Brands can leverage the growing global fanbase of international sports stars to create marketing campaigns that resonate with diverse audiences.
Industry Implications
1. Sports Apparel - Companies in the sports apparel industry can partner with athletes and sports organizations to create unexpected and entertaining marketing campaigns that build brand loyalty.
2. Entertainment - The entertainment industry can tap into the growing interest in non-professional wrestling and the rising status of international sports stars to create engaging and lucrative content.
3. Branding and Advertising - Agencies and companies specializing in branding and advertising can offer clients creative and effective campaigns that leverage the trend of humorous and unusual athlete commercials.
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