Today launched a new video campaign starring Damian Lillard of the Portland Trail Blazers to celebrate the arrival of the Crazylight Boost basketball shoe. Crazylight Boost is the first basketball shoe to feature adidas’ ground-breaking Boost cushioning technology. The industry-first innovation returns more energy than any other cushioning in the game.

Damian Lillard shows us he would be great at anything in life by portraying a popcorn-slinging, movie theater employee serving customers before show time. In a dramatized portrayal of the world without Boost, Lillard is interviewed by Turner Sports sideline reporter Rachel Nichols after completing an intense session of serving concessions.

This NBA season, Damian will wear a special edition print colorway of the Crazylight Boost that will be available September 1 for $140 at adidas.com.

On Sunday, adidas held an exclusive unveiling of the D Rose 5 Boost and Crazylight Boost basketball shoes at the MGM Grand Garden Arena in Las Vegas.  Damian Lillard and Derrick Rose joined former NBA player and event emcee Greg Anthony to officially introduce adidas’ ground-breaking Boost technology to basketball. The industry-first innovation brings game-changing energy return, comfort and responsiveness to players when they need them most.

Following the unveil, media in attendance had the chance to test out the new kicks and hoop with adidas athletes including Joakim Noah, Jrue Holiday, Jeff Teague, Tim Hardaway Jr, Arron Afflalo and new adidas partner, rookie Marcus Smart.