DEW x NBA
Closer than Courtside: the “game beyond the game.”
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.
