We cannot even think about engaging users if we don’t deeply explore their contexts and behaviors.

Streetball for example. I used to be a playground player before the MTV generation, the web, the digital cameras and the Gucci Sneakers. Everything happened towards the “thump-thump” typical sound: reputations are made, nicknames and long lasting friendships created.

This kind of very special niche environment is quite the same all over the world; If you were a sport brand how would you approach all this? You probably be tempted to add some extra hype to your communication or recycle from other campaigns. So you’re gonna fail.

Guys in the playground recognize themselves by the tone of their voice, the dress code, the way they move in the paint. They perfectly know that every game is an history to be made.
They can tell if you are a poser in a blink. Are your brand a poser?

Tell stories, not lies.

A well done video like this may definitively help.