Ever since Jordan’s Jumpman turned ballers into brands, basketball fans have wanted their own player logo. But as the sport grew exponentially worldwide, it was still only the game’s most elite – like LeBron James, Kobe Bryant and Kevin Durant – who got the chance to have their own signature logo.
Until now.
BWM Isobarhas created House of Hoops Mark of Greatness for Foot Locker, a mobile-first, interactive design tool that lets basketball fans create their own, personalised player logo in a few simple steps – with the chance to score their own player edition shoe.
On launch, the promo film hit almost one million views on YouTube – creating interest not only in Australia and New Zealand, but all around the world. Over 32,000 fans experimented with designs, with the very best winners’ designs featured on out-of-home media 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,” stated Brendan Graham, Foot Locker’s senior director, marketing, Asia-Pacific.
“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 overall winner was 24-year-old Rico from Hamilton NZ, who not only won his own player edition shoe and apparel but was given the full pro athlete treatment. Powerful stills of Rico pulling iconic basketball poses were captured and posted everywhere on high-impact billboards and large format digital OOH – just like the NBA superstars.
The campaign spread from Australia and New Zealand all around the globe. The excitement of Mark of Greatness featured on some of the world’s most popular basketball news sites, even reaching the ultimate, NBA.com, and the campaign achieved a 36% traffic to the Foot Locker House of Hoops.
The tool at markofgreatness.com simply requires users to enter their initials to have a monogram automatically created to form a symbol. From there, the tool integrates hundreds of font, colourway, icon and shape iterations to let fans design and generate something that is truly personalised and looks just like the pros.
Credits
Clients: Foot Locker & Nike
Senior Director, Marketing, Foot Locker APAC: Brendan Graham
Senior Brand Manager, Foot Locker Pacific: Jane Buckle
Partner Marketing Manager, Nike: Navin Arunasalam
Creative Agency: BWM Isobar
Executive Creative Director: Marcus Tesoriero
Creative Directors: Marcel Moniaga & Jack Delmonte
Senior Designers: Augusto Jacquier, Stefan Derewianka & 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
Creative Project Manager: Karina Zheng
Customer Experience Agency: Merkle
Creative Director: Bradley Eldridge
Senior Visual Designer: Stephen Brabazon
Senior UX Designer: Dan Treichel
Senior Front-end Developer: Adriaan JVR
Technical Lead: Sam Bruno
Senior Account Manager: Joel Anderson
