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Reigniting the WNBA’s cultural resonance
Twenty years after its founding, the world’s greatest women’s basketball league was struggling to grow. Even as WNBA players found themselves at the center of conversations around identity, gender, and sexuality, tickets went unsold and the league wasn’t leveraging the interest and momentum that was gaining off the court.
We were brought in to answer the question: how do you re-envision a women’s professional sports league to connect with fans and deliver long-term profitability?
By leveraging WNBA’s mission of “inspiring and empowering women”, we created a lifestyle brand that emphasizes the league’s role in culture and makes space for players and fans to own who they are on and off the court.
Jordin Canada photographed by Lucci Mia as a part of the WNBA & Red Hook Labs campaign collaboration.
Left: Arike Ogunbowale photographed by Kaylee Ramirez. Right: Jonquel Jones photographed by Denise Hewitt. Both as part of the WNBA & Red Hook Labs campaign collaboration.
