Pilrahnas and Gil-Zeros
Hesitate to predict anything with Gilbert Arenas, but the plan is for him to be featured in three national Adidas campaigns over the next three months. First he's doing work for the Pilrahna, a shoe for which he's the lead endorser but which is not a signature shoe. Then in October he'll be part of the "It Takes 5" brand anthem campaign, along with Tracy McGrady, Kevin Garnett, Chauncey Billups and Tim Duncan. ("Will You Believe in 5ive?" you'll be asked, repeatedly. To which I would respond, "Sure, do you believe in 9ine and 44our?"Watch the 5ive ad here. And if you think it's a coincidence that the boy band 5ive announced just yesterday that they'll be reuniting, well, you probably believe Bill Parcells had no idea what was going on during that news conference yesterday.)
Anyhow, then in December the "Gil Zero" campaign will launch, promoting what Adidas believes is the only major low-top basketball shoe. Gilbert, of course, does not like mid-tops, because he likes shoes that you could wear at work, but that you could also wear "at school and look nice, with some jeans with a little polo shirt. That's the kind of look I wanted in a basketball shoe. 'Hey, that looks nice with that jersey! That looks nice with those jeans!'"
"Having a low top is something kids may be going back to," an Adidas spokesman just told me. "It's definitely unique, it's definitely different than what other guys do."
Gilbert, different? Really?
September 28, 2006; 3:40 PM ET
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