Dive Summary:

• Champs Sports and Adidas Originals launched the latest Adicolor Collection with a Tumblr-inspired ad campaign that launched with a television spot during the Mar. 14 TNT broadcast of the Knicks vs. Blazers NBA game.
• The 30-second commercial--which features Damian Lillard of the Portland Trail Blazers, Iman Shumpert of the New York Knicks and Von Miller of the Denver Broncos--brought to life the photos, video, illustration and games typical of a high-school teen's Tumblr feed, topped off by a bass-heavy background track and splashes of colors from the collection.
• The commercial was intended to be disruptive, with the idea being that multi-tasking teens would be drawn in to the TV before viewing alternate versions of the ad online.

From the article:

... “The guy who buys gear at Champs gets his style cues from the athletes he respects and the media he consumes. That’s what drove the strategy behind our new Tumblr-style creative. It’s a visual and sonic sugar rush that represents three professional athletes who have just as much game off the court as they do on it.” ...