House Of Hoops
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Given the challenge to, “champion Foot Locker’s House of Hoops as the home of basketball in Australia”, the project took a natural course towards a mobile retail project. The House of Hoops truck became a transient extension of the brick and mortar stores, and a central, focal point for its community driven activations.

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A brand directive was built to identify the truck in the market and keep it honest and genuine to Foot Locker’s heritage. This brand base was coupled with a specific marketing plan for the project as a whole, as well as each individual activation.

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The activations culminated around three core pillars, hype, community and being, aiming to authentically associate the Foot Locker and House of Hoops brand with the game of basketball — from grassroots to the professional. Each activation had to fall under the mission statements;


“Create brand moments that resonate with future stars.”

“Lead and serve the future of the game.”

“Show up, connect, engage.”

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