We had just acquired the NBA license, which was a pretty big deal. And we needed to come out of the gate on fire.
After a lot of strategic planning we settled on targeting our sweet spot and core demographic/psychographic—90s Kids. With 16 tees that spawned all the music, fashion, sports and pop culture that truly defined a generation. In the 90s, the NBA wasn't really just about basketball—it was everything else. We launched an all-out blitz of nostalgia with teasers, hype videos, social contests, secret codes, NBA Jam contests, sneaker giveaways and some seriously poetic writing.
Teaser Email
We wanted to build hype. And give nod to what was coming. And so it had to be especially intriguing—and nostalgic.
Early Unlock Teaser Teaser Social Posts
Secret Code
As part of the hype and overall teaser strategy, we placed a CTA at the bottom of the email, in our videos and in our social posts that directed people to our collection with the ability to unlock and get the tees before anyone else. In the NBA Jam brand aesthetic, of course.
Sketches
Here and there, we dropped hints at what's to come while simultaneously showcasing the authentic, original artwork that differentiates us.
