Brand Collaboration: WNBA x Supreme

BUILT DIFFERENT

Ushering in a new era of women’s basketball, giving a hype-worthy kickoff to the upcoming WNBA season

The WNBA is lame.

At least that's what traditional basketball fans tend to think. Casual NBA fans, watching from their couches, often view the women's game as a lesser version. Yet, attending a WNBA game transports you to a completely different world of sport, one that doesn't just mirror men's basketball but provides a unique and thrilling experience in its own right.

A different style of play attracts a different type of audience.

A WNBA game is a special convergence of various subcultures, including activism, queerness, fashion, where the entertainment value extends beyond on-court ingenuity to the unabashed aura of each of its players in the face of misogyny.

Strategy: Below the rim. Above the need for approval.

Why

Bring the WNBA off the bench by leveraging the unapologetic swag unique to women’s basketball. Through this collaboration, we aim to awaken and amplify connections within subcultures that embody the WNBA’s vibrant spirit and values.

?

It’s bigger than the
box logo.

Supreme entered streetwear as a disruptor, defying norms of established fashion houses. Embracing counter-culture, it supported skaters, underground hip hop, and graffiti art before they were ‘cool’. With a core spirit of rebellion and provocation, Supreme aligns with the WNBA's ethos of social progress.

THE WNBAxSUPREME ‘BUILT DIFFERENT’ CAMPAIGN Kicks Off the Upcoming WNBA Season with Streetwear's Electric SHOCK-DROP ENERGY

The W is much more than just basketball and demands an innovative approach to usher in the new season with style. This campaign borrows a page from the streetwear industry's marketing playbook, starting with a guerrilla campaign that takes over NYC. A special focus will be placed near the legendary Rucker Park, teasing an upcoming collaboration and an undisclosed date.

HACKING HYPEBEAST CULTURE

The build-up reaches Supreme’s global consumer base by taking over the hub, its webstore. As time passes, more information is revealed by various women’s basketball players, whose content is shared through Supreme’s social media channels.

THE MAIN EVENT

In the inaugural WNBA x Supreme 'Built Different' All-Star Game Series, the top women's basketball players, from high school up to the pros, will unite to showcase their skills in front of basketball legends, fashion designers, tastemakers, and today's hottest musicians.

THE “OFF-SEASON”

Streetwear enthusiasts know that Supreme closes down during the summer, coinciding with the peak of the WNBA season. To incentivize game viewership, the webstore will unlock for users that can answer trivia about the ongoing WNBA season.

NCAA Women's Basketball's popularity surge fuels the 'Built Different' campaign for the WNBA, spotlighting tournament highlights and stars. It engages Supreme's audience in the off-season, keeping the brand in the cultural conversation.

What I actually did

  • Copywriting this webpage

  • Insights + Strategy

  • Comms Planning

  • Media Planning

  • Creative Briefing

  • Brand (WNBA + Supreme), Consumer + Culture Research

  • That video up there

Collaborators

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Durex