By: Adam White, @FOSAdam
With basketball’s 125th anniversary a week away, Spalding, one of the games' most well known brands and the largest basketball supplier in the world has launched their ‘Honor the Game’ campaign.
In a nod to a game that has inspired millions of people across generations, Spalding’s newest campaign relies heavily on social media to encourage fans and what they are coining as, ‘#TrueBelievers’ to share stories, pictures, and videos of how they will honor the game in celebration of the 125th anniversary.
As the Official Basketball of the NBA for over three decades, Spalding’s newest campaign pays homage to the anniversary in a clean, engaging and vibrant way with a hashtag and black and gold color palette that plays off of their #TrueBelievers campaign they launched in February.
“We have been in the market with our #TrueBelievers campaign since February and black and gold is the overall aesthetic that we have been using for that campaign,” said Kenyatta Bynoe, VP of Global Brand Marketing and Partnerships at Spalding. “That campaign is all about igniting an inner confidence with athletes and fans who love the game of basketball and we felt like the ‘Honor the Game’ campaign fits in excellent with that.”
At the center of their ‘Honor the Game’ campaign is Los Angeles Clippers point guard, Chris Paul. Known for his creative ability on the floor and his tireless work ethic off of it, Spalding believes he is the perfect fit to ignite the message and inspire the basketball community.
“When you hear Chris talk about his love for the game, and the love his family has for the game, it is very compelling,” adds Bynoe. “Chris is the embodiment of the ideals we have as a brand as day in and day out, he puts in work on the floor and in the community to elevate and grow the game of basketball, making him the perfect person to ignite the message of this campaign across the world.”
In the campaign, created by Matt Weiner, Michael Craighead, and Zach Basten of Walton Isaacson, Paul makes his first appearance as a member of the Spalding family and will be featured heavily across all of their social channels as well as the creative imagery and videos they have created.
Over the course of the campaign, Spalding, its endorsers, and partners will be capturing user generated content and re-posting it on their website as well as Instagram to drive engagement and conversation.
In an effort to help distribute and amplify the digital content and engage the basketball community leading up to the 125th anniversary on the 21st, Spalding has teamed up with SLAM, ABC digital networks and other strategic partners.
Join Spalding, Chris Paul and all their valued partners in the conversation as they celebrate the 125th anniversary of basketball by sharing how you will ‘Honor the Game’ on social media with the hashtags #TrueBelievers and #125HoopYears.