- Anthony Edwards stars in a late-night-style commercial to launch the “MINNATLANTASOTA” campaign for his third signature shoe, the Anthony Edwards 3 (AE 3), with Adidas.
- The commercial features Edwards delivering comedic roasts aimed at LeBron James, Jaylen Brown, LaMelo Ball, and Jalen Brunson.
- The AE 3 officially debuted on September 18, 2026, in the “Cold Blooded” launch colorway for $130.
- The campaign reinforces Edwards' position as the premier centerpiece of Adidas Basketball following his 2024 Olympic gold medal and back-to-back All-Star seasons.
Minnesota Timberwolves All-Star guard Anthony Edwards is back with a bold new commercial for Adidas, officially launching the campaign for his third signature sneaker, the Anthony Edwards 3 (AE 3).
The spot marks the debut of Adidas Basketball’s episodic “MINNATLANTASOTA” series, arriving just ahead of the shoe’s $130 “Cold Blooded” colorway release on September 18, 2026.
Set up like a late-night talk show with longtime friend Nick Maddox running the house music, Edwards takes center stage to trade traditional sneaker hype for unfiltered humor.
He opens by poking fun at LeBron James choosing Philadelphia over Minnesota due to cold weather, while joking about hairlines alongside Jaylen Brown.
Edwards also targets new Timberwolves backcourt partner LaMelo Ball with quips about his driving history, before issuing a playful warning to NBA champion Jalen Brunson and his father, Knicks assistant coach Rick Brunson.
The release comes during a major career surge for the 25-year-old superstar. Coming off an Olympic gold medal with Team USA at the Paris Games and consecutive All-NBA selections, Edwards’ off-court portfolio continues to grow.
Beyond basketball, Anthony Edwards partnered with Spades Plus for a new gaming collaboration, while also headlining high-profile endorsement campaigns for brands like Sprite and Bose.
Edwards first joined Adidas as a rookie in 2020 after going number one overall in the NBA Draft, later signing a multi-year contract extension to anchor the brand’s basketball roster.
His presence reaches into the lifestyle market as well; Anthony Edwards partnered with Adidas Originals for the CLOT Superstar campaign, displaying crossover appeal that bridges streetwear and performance footwear.
For Adidas, Edwards injects youthful energy alongside veteran signature stars like Damian Lillard and James Harden. The sportswear giant has a rich history of partnering with boundary-pushing cultural giants, including global football icon Lionel Messi and Latin music superstar Bad Bunny.
With the AE 3 rollout underway, Adidas is banking on Edwards’ magnetic personality to keep the brand firmly ahead with the next generation of hoop fans.
Takeaways
Anthony Edwards has rewritten the modern playbook for signature shoe marketing. While most athletic campaigns lean into dramatic montages and generic motivational slogans, Adidas lets Edwards operate with late-night comedy timing and candid trash talk.
By playfully calling out peers like LeBron James and Jalen Brunson, Edwards creates watercooler moments that feel authentic to internet culture rather than manufactured by a boardroom.
This candid edge gives the AE 3 immediate organic traction, cementing Edwards as the premier cultural disruptor in modern basketball footwear.
Does Edwards’ comedic trash talk give Adidas an authentic marketing edge that rival brands struggle to match? Will other signature athletes abandon safe, corporate advertising in favor of personalized, episodic sketches? Can Adidas translate Edwards’ viral charisma into long-term market share gains across the lifestyle footwear sector?
