Donovan ‘Spida’ Mitchell Saving The World One Pair Of adidas Kicks At A Time
Thursday, June 27, 2019 at 12:11PM in Donovan Mitchell, Endorsements, Marvel, NBA, Spider-Man, adidad, kicks, movies, sports marketing

NYSJ Sports-Entertainment Business News Service

June 26, 2019:
When the world needs saving, Donovan “Spida” Mitchell is the man who can do it.

Donovan, starting guard for the NBA’s Utah Jazz, goes by the nickname “Spida,” a reference to a player with “super-human senses, shot-sliming abilities and unrivaled balance.”

Mitchell — who said when he was younger his parents gave him the nickname because he used to dunk so much and then hang on the basketball rim (like a spider) — has turned that into a marketing journey.

Mitchell appears in a new campaign for the release of “Spider-Man: Far From Home,” complete with a starring role in a TV spot; and last night was among the celebrities on the Red Carpet of the movie’s premiere at TCL Chinese Theatre in Hollywood.

It opens nationwide on July 2.

He has also teamed with adidas Basketball and Marvel for the release of his first signature shoes, under the umbrella name Determination Over Negativity, a reference to Mitchell’s personal mantra.

According to adidas, “The new silhouette focuses on Mitchell’s skill while paying tribute to his 'Spider-Man' nickname."

adidas in April joined with Marvel and the NBA for a "Heroes Among Us" campaign to support a line of limited-edition hoops shoes to coincide with the release of "Avengers:Endgame."

It took NBA and WNBA stars (all adidas endorsers) and turned them into Marvel icons, including James Harden (Iron Man), Damian Lilliard (Black Panther), Candace Parker (Captain Marvel) John Wall- (Captain America) and former all-star Tracy McGrady (Nick Fury).

The D.O.N. Issue No. 1 ($100) will drop on on July 1, and at adidas retail stores globally beginning July 5.

Each new colorway of D.O.N. Issue No. 1 will celebrate Mitchell and other Marvel Super Heroes:
• Marvel’s Amazing Spider-Man: A red, blue, and white colorway with webbing detailed across the side pays homage to the one and only Spider-Man, and the latest film installment in Marvel’s Spider-Man franchise.

• Symbiote Spider-Man: Shock pink, core black, white and silver, with teeth as fierce as the character. Available July 18.

• Stealth Spicer-Man: Black and green with glow in the dark details. Available Aug. 1.

• Marvel’s Iron Spider: Red and metallic gold to honor the legendary Iron Spider. Available Aug. 31.

In the 30-second spot from adidas and Marvel, Tom Holland (Peter Parker/Spider-Man) accidentally winds up with a pair of Mitchell’s adidas D.O.N. Issue #1s, Mitchell gets a chance to sport the superhero’s suit.

Actor Jake Gyllenhaal then reveals himself to be a big fan — not of Spider-Man, but of Spida Mitchell.

Spider-Man: From From Home” partners also include Audi, Papa John’s, Kellogg’s (Froot Loops, Frosted Flakes), Frito-Lay’s Doritos, Hasbro, Lego and Funko.

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