ROC NATION SIGNING
THE JOURNEY IS THE REWARD
BROOKLYN, I’M HOME.
BROOKLYN NETS SIGNING
INSTAGRAM AUTOBIOGRAPHY
KYRIE, IN HIS OWN WORDS.
NIKE KYRIE 5 ‘SPONGEBOB SQUAREPANTS’
WHO LIVES IN A PINEAPPLE UNDER THE SEA?
In honor of its 20th anniversary and Kyrie’s love for one of television’s most iconic animated series, we teamed up with Nike and Spongebob Squarepants to release a themed collection of the Kyrie 5. Campaign elements included an unboxing production, digital avatar build, custom artwork, and an NYC pop up launch event at the infamous Dyckman Park.
NIKE KYRIE 6
PREHEAT COLLECTION, ASIA, AND TROPHIES
The Kyrie 6 paved the way for the next chapter in Kyrie’s evolution beginning with the Preheat collection paying tribute to his special connection to the number 11: 11 shoes inspired by 11 cities. The “Asia” colorway represents a forever bond between brother and sister and a call for worldwide gender equality. The “Trophies” edition released NBA All-Star Weekend in Chicago, inspired by the Bulls 1996 championship. All campaign elements shot and created told a personal story of Kyrie on the world’s stage.
WEIBO RELAUNCH
EXPANDING KYRIE’S BLUEPRINT INTO CHINA
Expanded Kyrie’s brand further into the Asia market through his relaunched Weibo account, inclusive of strategic initiatives and culturally relevant content. Resulted in over 100k new followers in 4 months (60% follower growth), 1.1B+ impressions, 100k+ fan engagements, and 2.5M+ hashtag searches. Campaigns have included Chinese New Year, fan giveaways, shoe releases, and holiday activations.
After Brandon’s dad died weeks prior, he led his team to the league title at his school wearing the Kyrie 6 sneakers. Following the story going viral, we facilitated a surprise message and delivery from Kyrie for Brandon and his brother that earned national coverage for his humanity.
When Brooklyn Nets diehard fan Fahad Saleem’s home caught on fire, the only thing remaining was a Kyrie Irving jersey on the wall. Once this story surfaced, we immediately worked with the Brooklyn Nets to retrieve the jersey and have Kyrie sign it with a special message of perseverance on it. Kyrie later made a private donation to the family to rebuild their home.
CREATIVE STORYTELLING
LEADING KYRIE’S NARRATIVE AT THE SPEED OF CULTURE
Launch of a $1.5M fund to help cover the salaries of WNBA players sitting out the bubble season in Florida.
As one of the NBA’s biggest advocates for social justice, Kyrie produced a PlayersTV feature titled #SayHerName: Breonna Taylor.
Kyrie’s election to the NBPA Executive Committee as Vice President.
Finalist for the 2020 U.S. Olympic Men's Basketball Team.
Annual Kyrie Invitational hosting the area’s top men’s and women’s high school basketball players at its new home in Brooklyn.
The 2019-20 Rookie of the Year Ja Morant weighs in on Kyrie.
