Adidas has once again captured the imagination of basketball fans with its latest Halloween-themed commercial featuring Anthony Edwards. The ad, which fittingly premiered on October 31, 2024, is a creative and spooky take on the “scariest player in the game” narrative, centered around a group of kids sharing ghost stories around a campfire.
In the commercial, the kids excitedly recount tales of Edwards’ alter-ego, “The Ant Man,” and how he turns opponents into “ghosts” on the court. The playful and eerie atmosphere is enhanced by the kids’ hushed tones and wide-eyed expressions, making it a perfect fit for the Halloween season.
The ad cleverly ties in Edwards’ bravado and authentic personality, which has been a hallmark of his Adidas campaigns. Edwards himself embraces the hype, confidently proclaiming himself as the best in the game and enjoying the climb to greatness.
One of the standout moments in the commercial is a subtle jab at fellow NBA legend Shaquille O’Neal, with the kids claiming that Edwards has turned Shaq into a ghost.
“Who’s Shaq?”
While there’s no real animosity between the two, it adds a fun and competitive edge to the ad.
Adidas Posts a Halloween commercial for Anthony Edwards AE1 🎃 👻
Ant got MVP and championship goals this season #BelieveThat pic.twitter.com/8MvGwdJlHN
— ANTMuse (@AEMuse5) October 31, 2024
The commercial also highlights the latest release in Edwards’ signature shoe line, the AE1, with a new colorway called “Iron Sharpens Iron,” set to drop on November 29, 2024. The ad’s timing and creative execution have once again proven Adidas’ ability to create engaging and authentic marketing campaigns.
