Sole Pursuit | Lexus Life in the League Video Series
The 6th Annual Awards
- Best Branded Content
ABOUT THIS ENTRY
Our third iteration of the previously-nominated Lexus Life in the League series digs deeper into NBA fashion and a particular part of the wardrobe that is an entire industry unto itself. We explore the rich tapestry of NBA shoe culture, the symbiotic relationship between players and high-end footwear, and its impact on fashion, identity, and self-expression. Just as in year’s past, we seamlessly integrate our brand partner Lexus into each of three episodes featuring a Clippers player's love of shoes and shoe culture.
How does this represent “Excellence in Engagement”?
This work shows that you don't have to sacrifice art and storytelling for engagement. Of course you have to keep social best practices in mind when writing a treatment and editing a video, but this series shows that high production value still clicks. We hope this encourages more partnership content series to invest in brand symmetry and great story telling!
Objective
Our objective was to identify and storytell around three different brands (sponsor, team, and player) and three different players in a cohesive, connected, authentic way. Not an easy task. It wasn't just about making the sponsor, team, or individual player look great - it had to be unique, artistic, substantive, informative, and optimized for social consumption. The video series also aimed to subtly and naturally connect Lexus to the style and expression that comes through in sneaker culture. Lexus' inspired design and innovative luxury vehicles match the vibes that come through in each player's story. The Sole Pursuit | Lexus Life in the League Video Series is the ultimate marriage of art, storytelling, and science.
Strategy & Execution
The overarching theme of the series is how shoe culture is the bridge between players and fans. Often fans cannot relate to NBA players' possessions, but sneakers are a common denominator and what makes shoe culture so popular in the NBA. Every fan loves to learn what NBA players are wearing so they can pick up the same pair. P.J. Tucker is a notorious sneakerhead and his collection is legendary. He has an unparalleled obsession that transcends the typical interest seen amongst other athletes. Tucker often wears rare and limited-edition kicks during games, turning the court into his own runway. https://footwearnews.com/shop/shoes-guide/p-j-tucker-sneaker-collection-1203465217/ Terance Mann, who was highlighted in the same series in 2021 for his evolution in style, has leveled up his footwear game too. His episode highlights how the right shoe can make or break an outfit. Since being drafted, Kobe Brown has invested heavily in new shoes. This was an opportunity for fans to learn more about the first-round draft pick's new obsession. Each of the three episodes also shows off a custom Lexus TX 350. The boldly original, distinct luxury vehicle is the perfect visual reminder of how athletic style can be both exclusive and accessible.
Organizations
- LA Clippers
- Lexus
Links
Credits
Tommy Zweibel
Head of Content
LA Clippers
Paige Kirkpatrick
Director, Partnership Marketing
LA Clippers
Jordan Valencia
Content Producer
LA Clippers
Karsten Winegeart
Director / Editor
Freelance
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
