Client: AND1

Project: Campaign Development

Year: 2014

AND1

Once the hottest name in basketball – giving Nike and Adidas a run for their money, and teenagers across America more bravado than any teenager should reasonably have – AND1 had become a dead brand. The trash talk era had passed, and every basketball shoe ad today is slick and stylized.

We were never going to beat the big boys at retail, but going rogue was always what AND1 did best. “Be the One” told parallel stories – of NBA endorser Lance Stephenson, of players the world over who had been counted out but never stopped working to improve, and of the sneaker brand doing the same.

Be the One was a shot in the arm for AND1, sparking a massive boost at Walmart and higher-end retail alike. To follow it up, we developed I'm the One, which broadened the previous campaign to include lifestyle shots in AND1's inimitable voice.