With all of the attention on the multi-million dollar brand activations in LA during NBA All-Star Weekend, the challenge was to give fans, athletes and press a reason to come to the West Side to raise awareness and money for Project Backboard; an organization that goes into economically disadvantaged areas and repairs and brings vibrancy to neglected courts.
Sometimes a multi-million dollar budget isn't necessary to make an impact. We teamed up with the Venice Basketball League, Project Backboard, Pigalle Ashepool, New York Sunshine and 10 other basketball
brands from across the globe. We scheduled programming from the Venice courts to the General Admission parking lot.