DEW has long-standing status as a cult brand, empowering those who choose to chase their passions. But multicultural youth often eluded DEW—so to reach them, we were tasked with building a strategy and 360 platform to activate an all-new NBA partnership.
As a non-endemic sports brand, our strategy and campaign for DEW in hoops needed to suit our role. So we unveiled Closer than Courtside: offering fans unprecedented access to the “game beyond the game” by leveraging key moments and partnerships, and positioning DEW as an authentic curator of the culture. At the center of it all was Courtside Studios, an All-Star activation that went way beyond typical sponsorship.
Courtside Studios became a year-over-year 360 activation that drove PR, cultural relevance, and awareness through disruptive pre-event tactics like OOH campaigns, retail promotions, and social engagement to deliver breakthrough on-court activations and a three-day experience designed to celebrate the local flavor of the host market, giving fans a truly personalized NBA All-Star experience.