Announced to leverage spiking interest around the 2022 NBA All-Star Weekend, WhatsApp unveiled its first global ambassador endorsement deal with Milwaukee Bucks power forward Giannis Antetokounmpo and promoted the partnership through a campaign based around a customised hoodie featuring the ‘234’ international dialling code for Nigeria – his family’s homeland.
The Meta-owned social app, which boasts more than 75m viewers in the USA alone, will work with the Greek-born player – who becomes its first ever endorser – on branded content, advertising and marketing campaigns, event and meet-and-greet initiatives and community outreach programmes.
It was his personal history with WhatsApp which led to the reigning NBA champion and two-time MVP penning the partnership. According to Antetokounmpo, when he first came to the US from Greece to play in the NBA he was alone and his ‘lifeline to keep in touch with his family, friends, and loved ones back home in Greece and in Nigeria was WhatsApp’.
“It allowed me to connect with them, and it was a very big part of my life. When it came to my doorstep, I couldn’t say no to an opportunity like that. I love the idea, on this big stage to represent where my family’s from, my culture, and the people in Nigeria,” commented 27-year-old Antetokounmpo on the deal.
Over the All-Star Weekend in Cleveland, Antetokounmpo was announced as the global face of the brand and as WhatsApp’s first-ever brand spokesperson when he made the All-Star Game tunnel walk wearing a custom hoodie designed by Post Imperial.
The fashion brand, which was founded by Nigerian-American designer Niyi Okuboyejo, designed the hoodie to feature the numbers ‘234’ – the international calling code for Nigeria – in a nod to the NBA star’s family roots with design references to Nigerian mythology and made with materials from his motherland ‘so that Giannis can celebrate his multi-layered heritage anywhere’.
Simultaneously, a digital-first campaign rolled out across the brand and player platforms spearheaded by a hero ‘‘Giannis and the +234 Hoodie: The Story Behind the Stitches’ online video supported by a series of stills.
From Nigeria to Milwaukee, this hoodie was made for @Giannis_an34 by @postimperialism to express Giannis’ deep pride for his Nigerian heritage. It’s the very first step in our shared journey exploring how global connections help us progress. pic.twitter.com/S43KgiX0XX
— WhatsApp (@WhatsApp) February 21, 2022
My family has always relied on @WhatsApp to stay connected across the world. My relationship with WhatsApp is such an important part of who I am. We talk for hours, share our ups and downs, and of course, tell tons of jokes #WhatsAppPartner pic.twitter.com/K3lqYCswe9
— Giannis Antetokounmpo (@Giannis_An34) February 21, 2022
E CHOKE +234 DOESN’T MISS. @Giannis_an34 is wearing his culture on his sleeves in this custom hoodie we put together with @postimperialism. This custom piece hacks his jersey number (34) for the Nigerian calling code (+234) and proudly displays his Yoruba name, “Adetokunbo.” pic.twitter.com/OOZWC5FTiH
— WhatsApp (@WhatsApp) February 21, 2022
“When I have an opportunity for an endorsement, I have to make sure I really enjoy doing it, and it makes sense. Everything I do is authentic. I’m not trying to promote just any company to grab the money. Time is very important. I have my family, and I need the time to dedicate to be great at what I do, which is basketball. When I get myself involved with a brand partnership, it has to be as authentic as possible, and I let them know I’m not here to just say some nonsense in interviews or whatever. It has to be an authentic fit. The fans can tell, too. They know if you’re just doing it for the money, or you really believe what you’re saying.”
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The ambassador activation follows on from WhatsApp’s recently launched first ever US brand marketing campaign.
One of the NBA’s most popular stars (with more than 20m combined social media followers and the third highest selling NBA jersey last season according to merchandise company Fanatics), the new tie-up adds to Antetokounmpo’s existing sponsor portfolio which already includes Google, JBL Headphones and Nike.
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