DICK’S — Hoops Across America
It was the holidays and Dick’s Sporting Goods wanted an activation to accompany their holiday commercial called, “The Hoop.” An emotional story of a family’s basketball hoop told over time.
Our idea was a social experiment, what would happen if we set up a basketball hoop in random places? Our hypothesis is that a makeshift community would form around the hoop. People who came across it couldn’t help but play, because as we believed and as we proved, sports create community.
Directed by Kyle Ruddick and One Day On Earth productions.
Giving away 100 hoops
To accompany the video we partnered with Lifetime Products to celebrate Giving Tuesday and #HolidayHoops. We had Cavaliers star Kevin Love make a surprise appearance at a Cleveland elementary school and announce the donation of basketball hoops. This kicked a pay-it-forward movement that resulted in the donation of 100 basketball hoops. Each day in December, two participating organizations were gifted two hoops and then had the opportunity to pay it forward and gift two hoops to another deserving organization.
