The Service: Rebrand The Kyrie Irving Invitational and develop consumer facing name concepts to introduce Nike’s High School Hoops platform for New York basketball culture.

Our Approach: We orchestrated a group of creatives who are former professional athletes to develop the art direction and naming convention – we landed on, The Swoosh Classic. This spoke to Nike’s iconic swoosh while creating a namesake that elevates the aura of the Invitational.

The Outcome: The Swoosh Classic was a 360 degree branding experience through merchandise, digital displays, photography and video that built awareness and engaged fans on game day. Because of the inaugural success, The Swoosh Classic has expanded to Chicago and Los Angeles.