adidas Anthony Edwards Ice-T SVU Ad

adidas Basketball’s bold ad campaigns around Anthony Edwards and his signature shoe line is proof that marketing still matters. Unafraid of the competition, Ant-man and his brand partners went at everyone over the course of a year, all while Edwards himself was catching bodies on the court.

This led to one of the more creative chapters of the three stripes brand’s peach-colored ad series. They tapped Ice-T, the legendary rapper who is also known as Detective Odafin Tutuola on the long-running Law & Order: SVU crime drama series to “investigate” a series of bodies that have been left in the Ant-man’s wake. The superstar’s ominous presence in the paint is felt without him even appearing on screen; it’s the perfectly drawn up story of suspense that has only added to what has been a praiseworthy advertisement vision by adidas.

With Edwards continuing to victimize his opponents, adidas chose to bring the investigation to Minnesota, transforming the concourse of the Target Center into a consumer-focused activation with evidence of Edwards’ spree of body-catching dunks. They even brought in Ice-T and his partner to gather more evidence.

For Game 3 of the Timberwolves/Lakers series, Anthony Edwards wore the adidas AE1 Low “3SSB” colorway, which hit retail on April 12th. Pairs are still available now; get them via our Where To Buy section below.