Our challenge/opportunity

The Sabrina 3 launch demanded a unique approach that authentically communicated the product’s core narrative, the pure hooper mentality, defined by obsession, repetition, and discipline. 

Faced with an asset embargo, the activation had to be split into two distinct days: a teaser on July 13th that hinted at the Virtual Campaign (VC) with creative displays and photo moments, and a disruptive, high-energy in-arena celebration on July 26th to mark the official launch. 

This presented both a logistical challenge and a chance to deepen consumer engagement through a phased storytelling experience.

Our solution/insight/strategy

We crafted a two-part activation strategy that embodied the “hoopers blueprint”,  showcasing the discipline and obsession behind greatness. On July 13th, we teased the unveiling through a focused creative buildout that introduced the shoe and engaged fans with an interactive photo moment. 

On July 26th, the energy intensified with a dynamic in-arena activation at Barclays Center featuring the launch celebration, experiential moments, and exclusive product access. This approach allowed us to build anticipation and deliver a powerful brand narrative across multiple touchpoints, maximizing impact despite the split schedule.

Our success/results/outcome

The dual-day activation effectively brought to life the Sabrina 3’s story of relentless perfection. The phased approach maintained momentum, keeping fans engaged from teaser to launch. The in-arena event created memorable, immersive moments that resonated with the basketball community, driving strong brand affinity and visibility. 

This campaign highlighted how strategic flexibility and creative storytelling can overcome constraints to deliver a cohesive and impactful product launch.