Foot Locker’s specialist basketball ‘House of Hoops’ sub-brand teamed up with sportswear behemoth Nike to create an interactive player logo tool to engage the new generation of basketball fans.
This mobile-first, interactive design tool, called ‘House of Hoops Mark of Greatness’, originated in the Australia/New Zealand market and was developed in harness with Dentsu’s BWM Isobar and Merkle and first rolled out in summer 2021.
It enabled young ballers to conceive, design and personalise their very own unique player logo in just a few simple steps. After creating their logo, participants were encouraged to share their designs on social media as part of a contest in which the winner’s logo was plastered on billboards around Australia in iconic NBA poses.
The tool at markofgreatness.com simply asked users to enter their initials and create a monogram which automatically formed a symbol which could be adapted with hundreds of fonts, colourways, icons and shape iterations so fans cold design and generate something truly personal.
The overall winner was a 24-year-old called Rico from Hamilton (New Zealand) who won his own personal player edition Nike shoe and apparel with his logo – thus receiving the full professional athlete treatment. Stills of the winner posed familiar basketball poses were shot and then postered on high impact billboards and large format digital OOH across the country.
“The House of Hoops retail concept exists for those who live for hoops, it is one of Foot Locker’s most premium expressions of Nike and Jordan brand products and this was brought to life through this highly intuitive, personal digital experience,” said Foot Locker Senior Marketing Director (Asia-Pacific) Brendan Graham. “COVID’s impact accelerated our need to bring the innovative experience House of Hoops is known for at a physical retail level, into digital touchpoints. This idea embraced the culture of the modern game and gave our customers a truly engaging House of Hoops brand experience online and on mobile.”
The campaign was created for a Foot Locker and Nike team which included Senior Director Of Marketing At Foot Locker APAC Brendan Graham, Senior Brand Manager Of Foot Locker Pacific Jane Buckle and Partner Marketing Manager Of Nike Navin Arunasalam by a team at BWM Isobar.
The creative agency group working on the project included Executive Creative Director Marcus Tesoriero, Creative Director Marcel Moniaga, Creative Director Jack Delmonte, Senior Designer Augusto Jacquier, Senior Designer Stefan Derewianka, Senior Designer Miles Jackson, Senior Designer/Editor Mike Jones, Group Account Director Evaan Miocevich, Account Director Sam Talbot, Senior Producer Savannah Anseline, Head Of Production Mel Sultana, Social Media Manager Londi Baloyi and Creative Project Manager Karina Zheng.
Agency Merkle also worked on the initiative through Creative Director Bradley Eldridge, Senior Visual Designer Stephen Brabazon, Senior UX Designer Dan Treichel, Senior Front-End Developer Adriaan Jvr, Technical Lead Sam Bruno and Senior Account Manager Joel Anderson.
Outcome
The campaign spread from Australia and New Zealand and got hoops fans around the world talking and designing and was covered by many of the world’s most popular basketball news sites – including NBA.com itself.
Shortly after launch, the hero promotional film notched up more than 1m YouTube views and this led to more than 32,000 fans creating their personal designs.
Despite having a low media budget, the campaign drove a 36% uplift in traffic to the Foot Locker House of Hoops site and generated more than 240m impressions, 870k video views and an average design time spent on site of more than 90-minutes (particularly impressive considering 94% of the traffic was on mobile).
Comment
Ever since Jordan’s personal ‘Jumpman’ logo was introduced commercially in 1988 (it was based on an image from a 1984 ‘LIFE’ magazine photo shoot), it has been the dream of most basketball players (professional and amateur) to have their own personal logo and this inventive initiative cleverly makes that dream a reality.
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