Basketball apparel company taps into community activism
PROBLEM:
In 1989, Above the Rim (ATR) broke into the basketball apparel industry with a brand defined by baggie shorts and tops, a style designed to keep players from being restricted by their clothes. More than 20 years later, in an effort to remain relevant in the industry, the company decided to rebrand itself — without dismissing its legacy.
In 1989, Above the Rim (ATR) broke into the basketball apparel industry with a brand defined by baggie shorts and tops, a style designed to keep players from being restricted by their clothes. More than 20 years later, in an effort to remain relevant in the industry, the company decided to rebrand itself — without dismissing its legacy.
SOLUTION:
Above the Rim created a long-term branding strategy built on community support. By supporting their customers in a more tangible, fulfilling way, the company expected to see a boost in brand engagement.
Above the Rim created a long-term branding strategy built on community support. By supporting their customers in a more tangible, fulfilling way, the company expected to see a boost in brand engagement.
As part of the rebranding strategy, ATR launched "Assisting to Rise," a grant program for young community leaders. Through the program, Above the Rim identifies individuals who dedicate themselves to enriching the lives of school-aged basketball players, and provides them with resources to support their organizations. For example, the company awarded a grant to Bernard Bowen, of New York City, for his mentorship program "Beyond Basketball." The program is designed to help inspiring students of all economic backgrounds give back to their communities. A profile of each grant winner, like Bowen, is posted on ATR's website to encourage other young adults to apply the character-building tenets of basketball to other aspects of their lives.
Building off of this grassroots approach, Above the Rim is also supporting NBA players who are dedicated to "rising both on and off the court." The Minnesota Timberwolves' Martell Webster has become a "community ambassador" for ATR and will be featured in a new integrated media advertising campaign. Webster will also be the face of a new signature shoe called the Elevate MW5. The shoe will be available for purchase in specialty retail and department stores in spring 2011 as part of Above the Rim's premium basketball footwear line.
Above the Rim's apparel collection hasn't been forgotten in the rebranding efforts. The company has added performance clothes to its spring line. And its new graphic t-shirts and sweatshirts will bring ATR's "on and off the court" message literally to the masses.
THE TAKEAWAY:
By exemplifying its new community-based brand identity in multiple ways, Above the Rim is showing its fan base that it's more than just another sports apparel company.
By exemplifying its new community-based brand identity in multiple ways, Above the Rim is showing its fan base that it's more than just another sports apparel company.
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