Event Marketer Summer 2023 - 32

BEST CAUSE/COMMUNITY
PROGRAM
EX AWARD WINNER
CAMPAIGN: It's Her Shot
CLIENTS: DICK'S Sporting Goods, Nike
PARTNERS: Motive, On Board
Experiential
When DICK's Sporting Goods and Nike hit
the court for year two of their " It's Her Shot "
community-centric campaign, they wanted to
build even more support for girls' basketball
and even more opportunities to instill a sense
of confidence and empowerment in the young
athletes. To boot, incorporating parents into
the experience this time around would lend
itself well to turning the brands' basketball
court takeovers into family affairs.
To develop emotional connections with
young players and drum up buzz for the sixcity
It's Her Shot tour, DICK's and Nike took to
the athletes' favorite social media platforms.
Female basketball influencers like Brittney
Elena, Briana Green and Malika Andrews
announced TikTok challenges, urging girls to
start " taking shots. " Think: A Dribble Challenge
during which girls learned a choregraphed
series of moves to perform, developed by the
Harlem Globetrotters, that helped hone their
ball-handling skills.
At the events, it was all about
encouragement, inclusion and the love of
the game. Led by nine WNBA athletes, girls
performed drills, played pickup games and
were encouraged to " make the experience
their own " at a hair-braiding bar, social-worthy
installations and video booths that created
confidence-building moments, including
a video op that allowed players of any size
to dunk boldly. They could also personalize
t-shirts at a Visual Center, while parents
could chill in a Membership Lounge and claim
exclusive DICK's and Nike rewards. The court
takeovers were augmented by inspirational
murals, chalk art statements by local female
artists and design elements like center-court
graphics.
The program included a partnership with
Hoopbus, a 40-foot-long school bus that builds
community via basketball, which served as
a photo op and gathering place for families,
coaches and players, and offered activities
specifically designed to build community
among girls.
When the buzzer sounded on the
campaign, the brands had clearly earned a
victory. The program encompassed 1,700
players, 45 community organizations, a
$120,000 donation in community grants and
14 million earned media impressions.
32
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