Global sportswear giant Adidas took a bold and unconventional approach to celebrate Evan Mobley’s Defensive Player of the Year (DPOY) award.
Adidas temporarily blocked all NBA teams on Instagram—except for the Cleveland Cavaliers, Mobley’s team. The campaign, aptly named “Blocking Out the Competition,” was a clever nod to Mobley’s elite shot-blocking and defense.
adidas Basketball celebrated Evan Mobley winning NBA Defensive Player of the Year by blocking every team he’s blocked 😂 pic.twitter.com/GuinsVDy4v
— Nice Kicks (@nicekicks) April 24, 2025
The campaign began shortly after Mobley was officially announced as the DPOY. Adidas’ Instagram account posted a cryptic message: “Defense wins championships, and sometimes, it wins Instagram too. #BlockedByMobley.” Fans quickly noticed that the brand’s account had unfollowed every NBA team except the Cavaliers, sparking curiosity and conversation across social media platforms.
Adidas followed up with a series of posts and stories highlighting Mobley’s defensive highlights from the season, including his game-changing blocks, steals, and ability to guard multiple positions. The posts were accompanied by captions like “No entry allowed” and “Mobley Island: Population 1,” further emphasizing his dominance on the defensive end.
The campaign was met with widespread acclaim for its creativity and humor. Fans praised Adidas for finding a unique way to celebrate Mobley’s achievement while staying true to his identity as a player.
