SKWEEK

Sounds Like Basketball

SKWEEK

Sounds Like Basketball

How do you get the energy and attitude of an entire sport – down to one word?

With our client FEDCOM, we created a new home for Basketball in Europe.
A streaming platform for live games, and a hub for the culture around the sport.

In terms of playing standard – European Basketball is close to the NBA. Along with crazier fans, more physical play, and more tribal rivalries.

But how it’s packaged and presented, is light-years behind. The aim with this project was to change that.

From:
The ‘official’ but sanitized way European Basketball has been shown.

To:
A brand as loud as the game it represents – full of on-court energy and off-court culture.

How do you get energy and attitude of an entire sport – down to one word?

With our client FEDCOM, we created a new home for Basketball in Europe. A streaming platform for live games, and a hub for the culture around the sport.

In terms of playing standard – European Basketball is close to the NBA. Along with crazier fans, more physical play, and more tribal rivalries.

But how it’s packaged and presented, is light-years behind. The aim with this project was to change that.

From:
The ‘official’ but sanitized way European Basketball has been shown.

To:
A brand as loud as the game it represents – full of on-court energy and off-court culture.

The brand name and idea came from something any fan will recognise instantly – the ‘squeak’ of sneakers on court.

Something that arguably doesn’t make sense to anyone BUT basketball fans. Usually anything that ‘squeaks’ is a negative. But if you love basketball – it’s the most beautiful sound in the world.

Everything was inspired by that micro-moment. Name. Logo. Design. Sound. Writing. Motion. The game distilled down to a millisecond – which the brand then explodes out of.

Since its launch in France, SKWEEK has become unmissable to anyone following European basketball.

Innovative coverage, celebrity interviews, purpose-built TV studios, a weekly show with NBA Hall-of-Famer Tony Parker, and cross-over events with the world of music and street culture – this is European Basketball, re-energized for a new generation.

One small word.
Making a big noise – both on and off the court.

If you want to know more about this project, we would be happy talk

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