Bringing this real-life NBA hero closer to his fans. Defining a new sports destination experience.
Donovan/Green partnered with NBA point guard Spencer Dinwiddie of the Brooklyn Nets to support the development of his three brands: Spencer Dinwiddie, the player and influencer; Project Dream, the fan destination and e-commerce site; and K8IROS, his shoe, clothing and accessories brand.
With Spencer and his team, we built a strategy to capitalize on his rapidly growing reputation as one of the up-and-coming stars in professional basketball. Our work resulted in an audit of his existing e-commerce platform and overall business offering. This lead to a smart and efficient refresh of the online retail experience to first drive sales and second, to lay a framework for the brand for both customers and potential partners.
Over the life of the project, we worked closely with the highly experienced Spencer Dinwiddie and Project Dream team to differentiate his brand offerings, the target audience for each, and how each relates to the other. By merging their deep knowledge of the sport, performance shoe manufacturing, and sales, with our extensive branding and experience design background, we were able to build a comprehensive go-to-market strategy. Through a phased approach, we guided fans through his initial vision for the brand to the expression of his own performance shoe design to the eventual expansion of his brand to other potential athlete partners.
The projectdream.com e-commerce site was built using WooCommerce, a WordPress e-commerce solution that plugs seamlessly into the WordPress front-end of the Project Dream brand website. The build also utilized a number of plug-ins to both track analytics, fuel email marketing efforts, and support logistics. The site was designed with a scalable and nimble navigation and page layout to allow for the addition of partner brands and to support extended product offerings. Social media activities supported his artist- and hero-inspired one-off basketball shoe design and auction after shoes were ‘game worn’. All proceeds have gone to support Spencer’s foundation, established to support kids at risk.