And1

From 5th and Girard, where times are hard.

The brand that was built by, and made for, basketball players had lost its way. Gone corporate. Gotten predictable. And sales showed it. 160over90 was brought in to reinvent the AND 1 brand and reconnect the international footwear and apparel company with its core consumer: hardcore basketball enthusiasts. With that goal in mind, 160over90 immersed ourselves in ball culture and began to uncover truths about the role that basketball played in the lives of young ballers. The resulting campaign, AND 1 RAW, was an honest, aggressive look at the world of basketball through ballplayers’ eyes. Every piece of communication was made to look, feel and sound as if it had been created by a baller, whether that baller was one of AND 1’s 110 NBA stars or the kid shooting hoops on the corner. Each piece had to convey a sense of attitude and rebellion that was backed up by performance, which was the tone that had made AND 1 successful at the company’s onset. The campaign began a dialog with consumers that spanned all mediums and even got AND 1 back on the shelves of Foot Locker, Foot Action and other national retailers.

Launched: 2005
Client: And1
Agency: 160over90
Designer: Giacomo Ciminello
Creative Director: Darryl Cilli
Associate CD: Jim Walls
Copywriter: Brendan Quinn, Cory McCall