In collaboration with Throwback Store and Wilson, the official ball of the NBA, Harry embarked on a project that celebrated 11 years of Throwback's rich basketball heritage. The goal was to launch, and market an exclusive collection inspired by Sydney's vibrant urban hoops community. The collection paid homage to the streets of Darlinghurst, the hardwood of Alexandria Basketball Stadium, and the urban playgrounds of the city, among other elements.
The primary objective was to market a capsule collection that not only celebrated Throwback's success but also maintained their authentic connection to basketball. The project aimed to convey the brand's reputation, which had grown over 11 years, and showcase this collaboration as a strategic celebration of the brand's birthday. The authenticity of the Throwback brand was paramount. It was crucial that this collaboration did not come across as a mere profit-seeking endeavor but rather as a heartfelt tribute to Sydney's basketball culture.
Promotion Video and Imagery: Harry created a compelling launch video using Adobe Premiere.
E-Commerce Imagery: Enhanced product listings with Adobe Lightroom and Photoshop to ensure product imagery supported the high-end look Throwback was after.
Custom Shopify Landing Page: Developed a landing page within Shopify, presenting the collection editorially with supporting video and text.
Meta + Google Campaign Ads: Designed a full-funnel advertising plan to increase awareness and drive conversions.
Influencer Strategy: Orchestrated an influencer strategy by sending Wilson x Throwback basketballs to Sydney-based hoop influencers.
Email Marketing Campaign: Crafted strategic email campaigns, including early access and official launch emails, using Klaviyo.
Feedback fromThrowback, Wilson and the broader community on social media was overwhelmingly positivite. The campaign was remarkably well-received in the Sydney region, with products selling out within the first three weeks of launch. The campaign was also largely successful via advertising channels achieving
A 7.18 ROAS on Meta and an outstanding 12.64 ROAS on Google Ads with a total of 564,000 impressions across both platforms.
The Wilson x Throwback project successfully celebrated Throwback's 11-year journey while paying tribute to Sydney's urban hoops culture. By employing a mix of digital marketing strategies and leveraging key tools and platforms, we achieved impressive results and fostered a genuine connection with the community. This project stands as a testament to the power of authentic marketing and strategic collaboration.
