With the home opener of the Toronto Raptors last week, there was no shortage of excitement in the city. Keeping in line with that, Adidas Canada took the opportunity to bring to light their Free to Create initiative. The brand collaborated with @Justinalliman, owner of @dream.chaserzzz to create and take York University basketball players through a practice plan which was co-hosted by the head coach of the Raptors 905, Jama Mahlaela.
Jama Mahlaela and Justin Alliman
Photo: Courtesy of @XTINEDO and @_KISHANMISTRY
The program is a state of mind that shapes the athlete’s world both on and off the court. The initiative focuses on three pillars which include:
Individuality / Inclusion
Adidas Basketball believes that anyone with a ball of any kind can play the game anytime and anywhere. Through multiple touchpoints, Adidas will celebrate and enable individuality through inclusion.
Limitless Potential
Adidas Basketball believes that once you discover identity and individuality, the potential to do more is limitless.
Self-Discovery
Adidas Basketball believes that on the journey towards creative freedom, self-discovery is one of, if not, the most important aspect of the journey.
After the practice session, the students were surprised with a video message by Adidas athlete Kyle Lowry, Point Guard for the Toronto Raptors. They were also invited to the home opener.
Photo: Courtesy of @XTINEDO and @_KISHANMISTRY
The students got the chance to be a part of the Gondola experience and enjoy the historic moment in Canadian basketball.
In addition to the York University activation, Adidas Canada popped up in Jurassic Park with a branded slot machine. Fans also had the opportunity to win 25th Anniversary Adidas Raptors tees and Ultraboost 19’ shoes.
When asked what it meant to be chosen by Adidas Basketball to create and run their session Justin replied “ It’s a very special moment, I had to really sit back and think how far I’ve come both as a trainer and as a company. To be able to do show my work on an Adidas platform and do it with my brother’s basketball team was truly something I won’t forget.
