OKLAHOMA CITY — Oklahoma City Thunder basketball player Steven Adams is transferring his talents from the court to the kitchen in a unique partnership with the Oklahoma Beef Council, which represents 50,000 Oklahoma farming and ranching families.
The innovative digital campaign showcases Adams as a late-night infomercial host who teaches eager students his most-treasured secrets: how to prepare a perfect steak, how to grill a steak, and, of course, when it’s time, how to smash that steak.
While the Steven Adams Academy of Smashing Steaks is a fictional program, proceeds from very-real merchandise sold at YouSmashSteaks.com are directed to the Food for Kids Program of Oklahoma and the Sports Pathway Trust of New Zealand.
This campaign follows the inaugural Smashing Steaks campaign, which also championed Oklahoma’s farmers and ranchers by harnessing Adams’ love of beef, the role beef plays in fueling a pro basketball player’s active lifestyle, and honoring his roots in agriculture.
Adams motivates students in the kitchen, in the classroom, on the stage, and on the court. Above all, the digital marketing campaign highlights his love for beef. In his words, “if you’re not smashing steaks, you’re making misteaks.”
As part of the continued partnership, the Oklahoma Beef Council honors Adams’ membership in the “Steven’s Steak of the Month Club,” where as the sole club member he receives his favorite beef steaks — compliments of the Oklahoma Beef Council — every month he represents Oklahoma on the court.
“We are thrilled to continue our partnership with Steven Adams. We were in awe watching Oklahoma pro basketball fans - and pro basketball fans across the country - embrace our inaugural Smashing Steaks campaign and believe The Steven Adams Academy of Smashing Steaks is a natural follow up,” said Heather Buckmaster, executive director of the Oklahoma Beef Council.