Defined by Orgins

Art Director l Copywriter : Alen Jacob

And1 was a popular street basketball brand in the early 2000s, however, as that era died off later in the decade, so did the company's main platform. But everyone who plays or played in the NBA at some point has played streetball. It is the foundation in which they have achieved all of their skills and accomplishments.

AND1 will tie itself to the origin stories of the new generation of basketball players.

Problem:

And 1 is a basketball clothing and shoe company. The company is very street in nature and used to even sponsor a lot of the street ball tournaments and players. However, as that era died off in the late 2000s, so did the company's main platform.

Athletes today do not believe And1 represents their work ethic.

Strategy: 

Everyone who plays in the NBA have played street ball at one point in their life, and it is the foundation in which they have achieved all their skills and accomplishments. AND 1 wants to tie its brand to each player's foundation, their origin story.

Solution:

AND1 will tie itself to the origin stories of the new generation of basketball players.

Defined by Origins

OOH 1

OOH
Players in the NBA started off by playing on these outdoor courts. So it’s only fair that AND1’s messaging should start here as well.

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OOH 4

OOH
Everyone is looking for motivation to help them achieve their true potential. This messaging will be right on the backboard

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vid

SOCIAL
Going back to the roots of AND1 promoting highlight-reel worthy players around the globe. High school and college athletes will be able to submit their reel through Instagram which will be promoted by AND 1. From this, the winners of the challenge will be invited to attend their NBA hero’s (Lebron James, Steph Curry, Kevin Durrant, etc.) basketball camps.

Other Campaigns

Illustration