Blogs With Balls panelist Bethlehem Shoals, known as “Nathaniel Friedman” to stuffier editors, is the founder, chief contributor and editor-in-chief of FreeDarko.com, whose Macrophenomenal Pro Basketball Almanac was published last fall by Bloomsbury, USA.

This week, Shoals, with FD artist Jacob Weinstein, teamed up with adidas “on two fully animated videos highlighting the inner-workings of Dwight [Howard] and Derrick [Rose].”

Reads an adidas press release:  “FreeDarko’s uncanny analysis of both Dwight and Derrick spotlights their roles as the ultimate Commander and Creator, leading their teams and the performance revolution of the game. ”

The videos, like Macrophenomenal Pro Basketball Almanac, are a thing of beauty.  But more specifically, the collaboration is a testament to the idea of companies working with  online influencers to reach targeted markets in creative new ways and mediums.

Dwight Howard: The Detailed Mechanics of a Commander

Derrick Rose: The Inner Workings of a Creator