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                                      🎉 2022 Shortlist

                                      PLAYA SOCIETY X WNBA - POWERED BY WHO WE INSPIRE

                                      Entrant: Playa Society

                                      NOMINEE ✨
                                      • Best Women’s Sports Partnership

                                       

                                      playa-society-wnba

                                      ABOUT THIS ENTRY

                                      For the 2021 WNBA season, Playa Society launched its first officially licensed apparel collection for the WNBA. The initial campaign included a 5 piece collection and photo and video content. This small but powerful campaign lead to the collection selling out within 3 hours the day of the initial launch; plus 3 sold-out restocks in the three months that followed.

                                      How does this represent “Excellence in Engagement”?

                                      Playa Society's WNBA content across social media and email is dominated with requests for more -- more restocks of this collection; more new WNBA products; and more products within additional women's sports categories. Audiences across multiple platforms have engaged further by sharing their own content centered around the collection, including photos and videos, demonstrating a chain reaction with this campaign as it has encourage further engagement between fans and the WNBA.

                                      Furthermore, in alignment with Playa Society's mission to "bridge the gap for women's sports", this campaign led to Playa Society features with Google, Marie Claire, and Essence Magazine. Not only were existing fans engaged throughout this campaign, but new fans and publications emerged.

                                      Objective: The objective of this campaign was to create hype around the biggest WNBA merch release of the year; something the WNBA community had been waiting for. Playa Society wanted to use this first collection and campaign to highlight what the WNBA legacy truly represents. "A legacy is not just about one of us; or some of us. A legacy is about who we all inspire. There's a chain reaction for us to maintain. When we have the audacity to follow our dreams, someone sees that and it gives them the audacity to follow theirs. We are powered by that chain reaction; we are powered by who we inspire." (Quote by Esther Wallace, Playa Society Founder & Designer)

                                      Strategy & Execution: This collection and campaign was a direct response to the requests and needs of modern women's basketball fans. The energy of this community was woven into the entire process from product to content.

                                      The apparel within the collection was designed considering how modern women's basketball fans are all behind the WNBA no matter what team we root for. We want to see the game grow; we want to see league celebrated. So, Playa Society placed every team on the same hoodie with matching sweatpants; predominantly featuring the "oatmeal and orange" colors of the WNBA basketball. Playa Society then created an airbrushed t-shirt as a salute to the trends of the late 90's and early 2000's when the WNBA initially took off; a design that also features the years of the league's inception and tip-off.

                                      The content supports the product, with visual story-telling of how one girl could be inspired by her idols in the WNBA, and inherently pass that inspiration on the next generation.

                                      Results: Sold-out apparel collection within 3-hours
                                      3 Sold-out restocks (and counting)
                                      Continuation of Playa Society partnerships with the WNBA including teams and players
                                      Sold-out Collection with the WNBA Seattle Storm
                                      Playa Society brand growth (we hired our first employee, who will support Founder & Designer, Esther Wallace)

                                      Production

                                      Playa Society, WNBA


                                      Credits

                                      Esther Wallace
                                      Managing Director
                                      Jung von Matt SPORTS GmbH

                                      Amber Hakim
                                      Photographer

                                      Nick Surette
                                      Videographer

                                      Ryan Mahoney
                                      Gaffer

                                      Denia Davis-Stewart
                                      Athlete
                                      FIBA

                                      Elemey Caridad Colome
                                      Athlete
                                      FIBA

                                      Celebrate in Las Vegas

                                      Join us for the 4th Hashtag Sports Awards™ presented by Budweiser on the evening of July 12, 2022 at The Cosmopolitan of Las Vegas as we celebrate finalists and reveal the winners of this year's awards live during the show.

                                       

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