• Get an older audience (75+) that doesn’t typically watch the NBA to engage.

  • Fans over 75 are one of the most expressive audiences there is.

    However, they're also one of the least visible — in pop culture, and in basketball culture especially.

    They want to be seen and heard, but they're never the focus, so eventually they stop engaging.

  • We're showing the elderly community that the NBA sees them. So we gave them what every athlete and celebrity gets when the culture decides they matter:

    their own signature shoes.

    Introducing… THE OG1’s

NBA - OG1’s

The OG’1s - The First Accessible Basketball Shoe for the Elderly — Spec Work

Role: Art Director. I designed the OG1’s, OOH, and produced and edited all videos.

Copy: Arielle Zane

Out Of Home

We’ll generate even more hype for the official drop with OOH. Placed outside of stadiums, billboards will feature elderly fans with as much audacity as their new shoes.

Magazines

We launch in the magazines older readers actually pick up — AARP The Magazine, Reader's Digest, Good Housekeeping

In Stadium

Throughout the season, elderly fans will lead the noise in stadiums, not just add to it.

On Social

We’ll tie it all together with a social series where senior fans can comment on plays in real time, using the vehicle they know better than anyone: the voicemail.