Given the global reach of the NBA today, and how the phrase All-Star weekend conjures images of slam dunks, three-pointers and skills competitions, it’s far too easy to think Hoop Dreams are limited to stuff that happens on the hard court and under the stadium lights, and most anyone in the world would define it in those terms. But given that the recent All-Star weekend was held at New Orleans, the NBA made very sure that the dreams they would help fulfill took on a bigger and more significant meaning, taking into consideration Hurricane Katrina and the damage it created that still blights the community to this day.
As official outfitter of the NBA this season, Adidas had a major role to play in these efforts. Along with Adidas representatives from all over the world, Odette Velarde of our Manila office made the trek to N’ Orleans and came back chock-full of NBA anecdotes and impressions. Friday saw NBA Commissioner David Stern leading a number of players to five different locations, all doing their bit of community service, showing that the NBA cares in a big way, and is cognizant of the role it plays in any community where a franchise team exists. Odette was assigned to a playground near the Mahalia Jackson Center that was badly in need of rehabilitation, and the players assigned to this project included Tim Duncan, Chauncey Phillips, Dwight Howard and Jason Kapono. She was especially impressed by Tim Duncan, who volunteered to do more than the required, and picked up a shovel, helping lay the foundation for the area. Lending a hand at the playground were personalities such as Jet Li, Alyssa Milano, American Idol’s Taylor Hicks and Adidas president Eric Stamminger.
On the meet and greet with the players, Odette was struck with how serious and intense Kevin Garnett was, and amused by how Jet Li was very “Filipino,” always on the lookout for “Kodakan” opportunities with the players, honing in on Steve Nash, Allan Iverson and Carmelo Anthony. On the day before the slam dunk competition, Dwight Howard was downright bubbly, effervescent. In all likelihood, this was because, while still keeping it a secret, he already had planned his Superman and his off the back of the backboard dunks for the following day. The other Brotherhood superstar, Gilbert Arenas, was unfortunately out of the All-Star picture due to injuries, but plans are afoot to have him visit Manila later in the year, and knowing how we Filipinos are so enamored with individual play and highlight reels, I have no doubt that after Tracy McGrady’s spectacular visit last year, Gilbert’s will also be highly anticipated.
With the Summer Olympics in China later this year, Adidas is a beehive of intense activity. There’s nothing like the premier global sporting event to up the stakes in the marketing and promotional efforts of a sports apparel giant such as Adidas. But for Odette, the recent All-Star weekend was a potent reminder of how even in the midst of all the basketball hoopla and sports-related comings and goings, there is a role that sports and companies such as Adidas can play in bringing an ounce of happiness or fulfillment to those devastated by disaster or circumstances. It may be about business, money and even athletic milestones and achievements, but there will always be a place for caring, sharing and wearing one’s heart on one’s sleeve.