The challenge
Talent and achievement alone would not make the brand attitude feel personal.
The idea
Watch Me turned the athlete's confidence into an invitation others could take up.
Execution
- Built one shared expression for athlete and brand: Watch Me.
- Placed it in training, competition, imagery and film.
- Turned the athlete's line into an invitation others could act on.
What the work created
Created a recognizable line and campaign system linking athlete, basketball and action.