Leveraged the Paris NBA game as a platform to elevate the local basketball culture.
1.5K kids engaged with basketball over 3 months
For the NBA’s first ever regular season game in Paris, we flipped the script by first
celebrating the local Parisian basketball culture. We started with no other than the game
itself, by launching a two-months league of Grand Paris pacing the best neighbourhoods
and grassroot communities against each other and play the finals in front of NBA MVP
Giannis Antetokounmpo, as well as some initiations to the game.
We then set a week of activations across our marketplace,
the unveil of a refitted Pigalle playground, the launch of a
media partnership heroing those behind the Parisian
basketball culture, a viral moment between the Charlotte
Hornets and the PSG team at Parc des Princes, a capsule
collection inspired by grassroot basketball communities,
and a treasure hunt across Paris most notorious
playgrounds to unlock invitations to the game.