To expand the meaning of Ruffles’ iconic ridges beyond a product feature, the brand partnered with Motive to turn the beloved chip into a symbol of individuality—an open invitation for people to embrace the qualities and experiences that shape who they are. Motive helped Ruffles step confidently into the heart of basketball, sneaker, and gaming culture with The Chip Deal: a new kind of athlete endorsement that gave NBA stars their own signature Ruffles flavors and a platform to express their off-court Ridges through content and activations. Suddenly, their “ridges” became stories fans could see, feel, and connect with.
Across seasons, the brand strengthened its place in culture through its presence at NBA All-Star, where Ruffles became an outlet for personal expression. What began as a functional product truth became a cultural identity, transforming Ruffles into a brand that champions individuality and invites everyone to proudly “own their ridges.”
