Spalding To Recruit 'True Believers' In New Campaign

Are you a "True Believer?" If you so you could win a trip to the NBA Finals courtesy of Spalding via a major new a social  and digital media campaign that the Sporting goods company is set to unveil Wednesday.

The campaign is called #TrueBelievers, which the brand created with its ad agency Walton Isaacson. The idea is to create a “movement” around athletes and fans who have the confidence needed to defy odds, obstacles and naysayers to succeed at the highest levels of competition.

To support the effort Spalding is building a global platform around the modern player’s lifestyle that leverages social media and digital content in ways designed to inspire consumers to share their own “True Believers” spirit. 

The brand has enlisted NBA superstars Damian Lillard of the Portland Trailblazers and DeMar DeRozan of the Toronto Raptors to help amplify the campaign. They’ll engage in a special pre-game interview on Periscope later today prior to their showdown in Portland on February 4.

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The campaign will also include #TrueBelievers digital takeovers of NBA.com and BleacherReport.com. Additional video, social media (including Instagram and Twitter components) and events are part of the effort along with a new content hub.

At the hub users can answer a series of questions to generate a nickname (big in the sports world), which will be delivered to them by the brand endorsers Lillard and DeRozan and which can be used to share on social networks. For the campaign the brand has adopted the nickname “Generator.” For a limited time consumers who take the time to create a nickname will be entered to win a trip to the NBA Finals.

In partnership with content creator Slam, Spalding and Walton Isaacson also will produce a three part docu-series premiering in June that explores the inner confidence shared by athletes the world over. The videos will be distributed via ABC local sites, ESPN.com and the Maker Studios YouTube network and promoted via the WatchESPN app, local ESPN social channels and on the SLAM, ESPN and ABC digital networks.

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