Arduous, genuine conversations
For Reebok, authenticity begins with investing early in athletes. The corporate just lately signed highschool basketball prospect Nate Ament to its first-ever NIL deal for a male basketball participant, making him a key determine within the model’s basketball relaunch alongside the Chicago Sky’s Angel Reese.
“We attempt to put our gamers able the place they are often function fashions. We attempt to put them able at occasions and thru our partnerships the place it brings them notoriety. I feel we’re nonetheless at first of this shift,” mentioned Thompson.
Odum highlighted a latest collaboration with electrical utility Georgia Energy as one other instance. Although the corporate has a broad portfolio of partnerships, it was their first time returning to the Dream since 2017.
“As an alternative of simply throwing a ebook at us and saying, ‘That is what we wish, that is how we wish it to look,’ they got here to the desk and requested, ‘What do you guys want? How will we align along with your viewers in a approach that tells a narrative that’s genuine to the Atlanta Dream?’” Odum mentioned.
The collaboration included bringing greater than 100 women to Dream video games for VIP experiences, giving them the prospect to satisfy gamers like Hillmon.
“You will have to have the ability to have the onerous dialog with the model,” mentioned Odum. “Issues must be tangible for individuals to grasp it, and typically you need to step out of your model technique to align with the sports activities property or the athletes in order that it is smart on either side.”
The partnership has already moved right into a second section, reflecting its success.
“While you’re integrating athletes and model companions, you’re borrowing cultural fairness from that accomplice,” mentioned Thompson. “It’s necessary to satisfy them the place they’re at.”
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