Spalding Brings True to The Game® Heritage to Today's #TrueBelievers
Campaign celebrates the inner confidence and spirit shared by athletes around the world
BOWLING GREEN, Ky., Feb. 3, 2016 /PRNewswire/ -- Today, Spalding reignites the passion of basketball fans everywhere in an integrated campaign for the iconic brand. Called #TrueBelievers, the campaign begins a movement around those who have the uncompromising confidence needed to defy all odds and obstacles.
To fuel that movement, Spalding is building a global, multi-platform world around the modern player's lifestyle. This non-traditional approach leverages social media and digital content in ways that spark people to share their own True Believers spirit.
Amplified by NBA superstars Damian Lillard of the Portland Trail Blazers and DeMar DeRozan of the Toronto Raptors, who will engage in a special Periscope interview on Feb. 3rd prior to their showdown in Portland on Feb. 4th. The gentlemen will discuss their upcoming match-up and what it means to be a True Believer. The #TrueBelievers rallying cry will also be heard via digital takeovers on NBA.com and BleacherReport.com websites. The multi-platform campaign includes layers of video-storytelling, rich media, events, a robust social media presence and a new content hub on TrueBelievers.Spalding.com featuring the Spalding Nickname Generator.
By answering a series of quick, yet intuitive questions, consumers can generate a Nickname, which is then delivered to them by brand endorsers Lillard and DeRozan. These unique names will be created for True Believers to discover and share on their social networks. For a limited time every consumer who generates a nickname will be entered to win a trip to the NBA Finals.
In partnership with SLAM, Spalding and agency Walton Isaacson also will produce a three part docu-series premiering in June and celebrating the inner confidence and True Believers spirit shared by athletes the world over. The videos will be distributed via ABC local sites, ESPN.com and the Maker Studios YouTube network promoted via the WatchESPN app, local ESPN social channels and on the SLAM, ESPN and ABC digital networks.
"As the official basketball of the NBA we have a front row seat to the passion and confidence the sport fuels among athletes and fans both on and off the court," said Kenyatta Bynoe, Senior Director of Marketing at Spalding. "Our goal is to tap into that passion via storytelling across multiple channels in a way that will actively demonstrate how our products enable confidence as well as insert Spalding into the lifestyle conversation."
Walton Isaacson EVP/Chief Creative Officer Vida Cornelious said, "This campaign will start a new dialogue around Spalding with the millennial athlete. We know he or she wants the tools and products they believe can take them to the next level and get it done. We're creating a movement around them and a call-to-action to share their stories because believers change the game on the court and in life."
Follow @spaldingball on Instagram to join the movement. Join the conversation by following @spalding on Twitter and tune into YouTube.com/Spalding to see what True Believers are all about. Explore the world of #TrueBelievers and see them in action at TrueBelievers.Spalding.com.
About Spalding
Spalding is the largest basketball equipment supplier in the world, and America's first baseball company. Spalding is the official basketball of the National Basketball Association (NBA) and Women's National Basketball Association (WNBA), the official backboard of the NBA and NCAA, the official baseball of the Little League World Series® and the official volleyball of the King of the Beach® Volleyball Tour. In addition to being the leading producer and marketer of basketballs, footballs, volleyballs and soccer balls, Spalding produces softballs under the Dudley® brand. The SPALDING® and DUDLEY® trademarks are owned by Russell Brands, LLC. For more information, visit www.spalding.com.
About Walton Isaacson
Founded in 2005 by marketing innovators Aaron Walton, Cory Isaacson and partner Earvin "Magic" Johnson, Walton Isaacson (WI) provides strategic and creative solutions to some of the world's largest and most aggressive brand marketers. This innovative agency model marries award-winning, full-service advertising, digital and social capabilities across multiple disciplines, providing value and efficiency to partners. WI's marketing specializations include Sports, Lifestyle, Entertainment, Experiential and Branded Content, as well as cultural expertise across General Market, Black, Hispanic and LGBT consumer segments. WI is headquartered in Chicago and Los Angeles, with additional offices in New York and Miami. For more information on Walton Isaacson, please visit www.waltonisaacson.com.
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SOURCE Spalding
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