adidas Originals is going wild with the vibrant palette in the spring/summer 2012 adicolor campaign, conceived by Portland-based Kamp Grizzly and dubbed ‘Step Into Color.’ The new promotional effort includes digital elements and a commercial (15- and 30-second spots) featuring NBA guard Eric Gordon and radio personality Charlamagne Tha God. While it’s not as big as adidas’ ‘all in’ massive promotion, it also supports the brand’s general philosophy—be young, be active, be creative, be bright. The promotion, which is encouraging consumers to explore the wide range of the brand’s colourful sport outfits, will be rolling out in the USA through April 7 and will be not only the source of encouragement, but will also provide people with an opportunity to win a customized adicolor kit.

In the new spot, Charlamagne Tha God, starring as a Champs Sports store salesperson, is inviting Eric Gordon to try on new apparel from the latest adicolor collection from their dream closet shop, to which the athlete gets right through his own closet with boring outfits (despite the spot starts with a magic twist, everything which happens further is completely real). With the help of the ‘store employee,’ the ‘consumer’ is exploring the new collection, including footwear, sweatshirts, T-shirts and watches—the tour is set to B.o.B.’s ‘So Good’ track from the artist’s upcoming album ‘Strange Clouds.’ “From classic white to the hottest reds and icey blues, this dream closet is loaded with all the hottest drops from adiColor and Champs Sports,” says the description to the video.

The brand is also offering public an opportunity to win the new apparel, including adidas Originals gear and other premium giveaway items—for this, they have to enter through the adicolor tab on Champs Sports Facebook fan-page. “The program, part of the adicolor concept which launched in 1983 as customizable sneaker kit, continues to represent color and the idea of dressing in head-to-toe hookup in various colors,” states the press release.