NBA came to FRUKT asking us to raise awareness of the culture of basketball and the NBA in the UK with its 16-25 year-old target audience.
We identified that the NBA has a rich and impressive connection with culture outside of the sport itself. Our approach was to open up basketball beyond the sport, by presenting it from multiple perspectives, thus drawing more people in.
Through research and in-house expertise, we pieced together NBA’s unique story and the impact it’s had on other cultures such as music, art, gaming, celebrity culture and fashion. Together this content formed an exceptional collection that demanded to be shown to the public.
FRUKT conceptualised and produced a three day and night exhibition in the heart of Shoreditch which showcased the convergence of the NBA with music, fashion, art, gaming and popular culture. Open to the public free of charge, the exhibition showcased some of the most compelling stories, photos, games and physical pieces of NBA history which aligned with the cultural narrative.
NBA hall of famer Stephen Nash gave Thierry Henry a behind closed doors tour of the space, and brand activations from New Era, Foot Locker and NBA 2k games added to the experience.
Our approach was to open up basketball beyond the sport, by presenting it from multiple perspectives, thus drawing more people in.