Basketball history will be on display during the NBA's Eastern Conference Finals, thanks to tire maker Goodyear's well maintained archives.
During Saturday’s Game 3 of the Eastern Conference Finals between the Cleveland Cavaliers and the Boston Celtics, Goodyear– the official tire of the Cavaliers – will unveil a new commercial by GSD&M celebrating its 100-year basketball heritage.
The new creative, titled '100 Years,' showcases Goodyear’s long standing basketball legacy in Northeast Ohio. Airing during NBA programming on ESPN and ABC properties, the commercial features game footage of the Akron Wingfoots: originally a recreation team founded by the workers at Goodyear in 1918, and one of the oldest pro basketball teams in the country.
Still photos and even film footage of the teams over the years are featured in the spot and campaign.
Today, the Wingfoots remain an important piece of the NBA, with their logo featured on the Cavs’ jerseys as part of the team sponsorship. According to a February 2018 study in Crain’s Cleveland Business, Goodyear’s Wingfoot patch is the NBA’s top performing jersey sponsor.
GSD&M: Goodyear '100 Years'
Group Creative Directors: Bill Bayne, Bill Marceau
ACD/Art Director: Matthew Barker
ACD/Writer: Phil Davies
Producer: Susan Lazarus, Amy Hurt
Account Leadership: Sabia Siddiqi, Christine Jarrett
Project Management: Carol Bartos
