Trying to inch in on the Nike-controlled basketball market, Adidas is launching a global campaign projecting an image of brotherhood. The spot sports a who’s-who cast of NBA stars and their lives both on and off the court.

AdWeek reported that in the basketball category, Nike’s Jordan brand captures 75% and Nike controls 18%, while Adidias owns only 2% of the game. But now it’s putting a full-court press on the competition. It’s using an inspirational approach, the concept being “It’s all on me to be stronger for my brotherhood.” Players profess their commitment to teammates. Besides the traditional TV spots, there’s a content-rich web portal.

B-ball fans can watch campaign clips. Articles are interlaced with roster details and game reminders. A “real talk” section gives enthusiasts a peek at the personal lives of their favorite superstar.

Meanwhile, the brand itself holds a first-place position. Products are featured the whole time. Consumers can customize sneakers, get more information, and learn about its NBA collection.

Great content? Engagement? Adidias might have a slam dunk with this one.