To promote Reebok’s 2021 basketball product while helping them reposition their basketball communications towards a more “neighborhood” approach, we created Courting Greatness: a community initiative that celebrates prospective players through empowering imagination. The initiative is centered around a digital application that uses AR technology to map out the exact dimensions of a basketball court on any surface, facilitating the creation of playing space anywhere on the planet. Perhaps your local park is always too crowded, or perhaps it doesn’t exist – through this digital tool any empty wall, telephone pole, fence, or vacant lot can become a basketball court.
Credits
Creative Direction: Nicholas Rotondi
Agency: M&C Saatchi S+E North America
AR Design / Production: WØRKS Studio
To coincide with the AR tool’s launch we collaborated with local artists to build “case study courts” in their home cities using the tool itself. These spaces are meant to serve as both art experience and playable sporting space – an homage to DIY courts around the world.
New York Sunshine
Gianni Lee Studio
To generate further attention around the campaign with influencers and media, we created sharable “‘Bok Chalk” to be seeded and utilized alongside the digital tool – map out your court with CourtingGreatness.com, then mark the lines using ‘Bok Chalk and voila! A basketball court.
