ALL FOR THE LOVE OF AND1
WHEN NOSTALGIA MEETS WHAT’S NEXT
AND1 NBA ALL-STAR WEEKEND
ASK
All-Star Weekend in LA was all for the love. For the love of the game. For the love of the community. For the love of the culture. For the love of AND1. With the OGs and New Gs holding court together, the return of The Professor, the Three-Point Contest, Paint the Park, and the Slam party, AND1 was active at NBA All-Star Weekend, and the assignment was to amplify the action and drive consistent chatter to cut through the clutter.
ACTION
In a weekend packed with basketball brand activations, our integrated strategy positioned AND1 as a connector of The Culture and community, driving brand storytelling through top local and national earned media coverage, and partnering with a curated collective of next generation creators across streetball, streetwear, street talk, driving viral collaborator content engaging current and new audiences, to amplify the brand with 100% positive brand sentiment.
AMPLIFICATION
Delivered 37M+ earned media impressions, with features including Yahoo! Sports, The Sporting News, LA Weekly, Our Weekly LA, and Secret Los Angeles.
Generated 1.86M+ views with 1.23M+ reach and 5.69% engagement rate, across 53 posts from 7 creators, lifting the brand’s Instagram following 4K+ in one week.
