Adidas takes on Nike by pushing team concept

10/16/2006 | Wall Street Journal, The

Adidas hopes to leverage its 11-year uniform and apparel contract with the National Basketball Association to make strides in the basketball shoe market, where rival Nike dominates. Adidas' new ad campaign, "It Takes 5IVE," focuses on basketball as a team sport, not just a court made up of individual superstars.

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