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A pivotal moment in the adidas/NBA partnership occurs each June when future stars take the stage at the NBA draft. Covered by the global media, this marks the first chance for adidas to associate themselves with their new crop of players. Exclusive "draft day hats" worn by the players when the cameras are flashing are used to mark the occasion, and later become collectors items. This campaign helped adidas roll this collection out to the retail market and drive demand for the hats.