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The
National Basketball Association wanted to launch two new lines
of licensed clothing, one for toddlers and one for kids. Up
to this point, the NBA had licensed only merchandise. They
wanted a significant "buzz" generated about the rollout with
consumers and retailers alike.
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Having previously created the name Inside Stuff for the popular
NBA Saturday morning television show starring Ahmad Rashad,
we decided to tap into the show's popularity and further solidify
the "stuff" name in the process.
• Created
the names NBA Little Stuff for the toddler line and NBA Stuff
for the children's line.
• Used NBA
Kids spokesman Kevin Johnson--a big hit with kids and moms--as
spokesman for the new lines. Featured Kevin in a series of
print campaigns and collateral pieces showcasing the new stuff.
Generated colorful, edgy, point-of-purchase materials: posters,
counter cards, danglers, window banners, and take-ones.
• Added both
apparel lines to the official NBA merchandise catalog. Motivated
retailers to display in-store materials and "push" lines by
giving free NBA premiums as incentives.
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Most successful launch of NBA licensed apparel to date.
• Helped establish lucrative
new revenue source for NBA.
• Both lines still popular
and expanding.
• Permanently changed
retailer relationship with NBA, making them "partners" rather
than purveyors.
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