Almost one million views on YouTube.
Every basketball fan has wanted their own player logo ever since Jordan’s ‘Jumpman’ turned ballers into brands.
But as the sport grew 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.
‘House of Hoops Mark of Greatness’ is 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.
Upon 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,” said 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 plastered everywhere on high impact billboards and large format digital OOH – just like the NBA superstars.
Quickly spreading from Australia and New Zealand, this was a campaign that ballers were talking about 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 36% uplift in traffic to the Foot Locker House of Hoops site means young fans are not only making their mark, but now heading to House of Hoops for all their basketball needs.
“This is all thanks to highly intuitive digital experience,” said Graham.
The tool at markofgreatness.com 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
Client: Foot Locker and 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 Director: Marcel Moniaga
Creative Director: Jack Delmonte
Senior Designer: Augusto Jacquier
Senior Designer: Stefan Derewianka
Senior Designer: 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
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
