AND1 ALL-STAR WEEKEND TAKEOVER

BRIEF

With the AND1 OGs holding court with the New Gs, the return of The Professor, Paint the Park in Compton, the AND1 Mixtape Tour bus and content studio, Bobby Portis in the 3-Point Contest, and the SLAM party with DJ Trauma and Jadakiss, AND1 was outside at NBA All-Star Weekend. The assignment was to amplify all of the action and drive consistent chatter to engage audiences.

ACTION

In a weekend congested with brand activations, our integrated strategy positioned AND1 as the cultural bridge connecting nostalgia with what’s next. By curating a next-generation creators collective from streetball to streetwear, we created collaborator content to engage current and new audiences, while driving earned storytelling with local and national media targets in partnership with the PR team.

RESULTS