DoorDash’s Basketball 2.0 with Kurtis Blow

ABOUT THIS ENTRY

DoorDash celebrated the 40th anniversary of the iconic hip hop anthem “Basketball” with a groundbreaking music video that reimagined the track for a new generation of NBA fans. Bringing together the song's original legendary artist Kurtis Blow, and rising star rapper Lola Brooke, this activation paid homage to the deep connection between NYC basketball and hip-hop culture. Featuring New York Knicks stars Jalen Brunson and Josh Hart alongside WNBA legend Sue Bird, the video captured the spirit of the game and the city that shaped it.

This high-energy production showcased DoorDash’s innovative approach to partnerships, seamlessly blending nostalgia with a modern twist to highlight DashPass benefits. By tapping into the heart of basketball culture, the campaign resonated with fans nationwide, racking up over a million views in its first week. More than a music video, this activation set a new standard for creative brand storytelling in sports and entertainment.

How does this represent "Excellence in Engagement"?

This campaign set a new benchmark in fan engagement by demonstrating the power of culturally infused content (earning over 327M impressions across 25+ placements). It shows that when a brand can authentically tap into the shared passions of its audience, the impact goes beyond traditional metrics—it creates a cultural moment. This short-form video serves as a blueprint for future sports marketing endeavors, showcasing the potential of leveraging cultural heritage and entertainment to forge stronger, more meaningful connections with fans. It will inspire the industry to think beyond the game, considering the broader cultural context in which sports exist. By blending music, nostalgia, and modern sports culture, DoorDash has created a campaign that not only resonates with fans but also elevates the standard for how brands can engage with their audiences in innovative and impactful ways

Objective

DoorDash sought to tap into the cultural fabric of basketball. The goal was to create a unique blend of nostalgia and modernity, connecting with fans on a deeper level than traditional advertising. By leveraging the emotional pull of Kurtis Blow's beloved basketball anthem, the objective was to create a short-form video that felt less like a promotion and more like a celebration of the sport's culture. This approach aimed to drive meaningful engagement with the brand, positioning DoorDash as an integral part of the basketball community and enhancing the perception of DashPass as a valuable service for fans.

Strategy & Execution

The campaign was meticulously crafted with the modern sports fan in mind, recognizing their desire for content that transcends advertising. DoorDash executed a multifaceted rollout, including teasers and the full video, featuring high-profile talent like Kurtis Blow, rapper Lola Brooke, Knicks stars Jalen Brunson and Josh Hart, and WNBA Legend Sue Bird. The strategic timing coincided with the NBA season tip-off, ensuring maximum visibility and impact. The reimagined 'Basketball' anthem, produced by Hit-Boy and directed by Dave Meyers and his daughter Cassidy, served as a rallying cry that united fans. The short-form video was optimized for social media platforms, ensuring it was easily shareable and engaging. The campaign's strong presence both online and in-arena ensured that the DashPass message was delivered in a culturally relevant and engaging way, creating a memorable and shareable experience for fans.

Organizations

• DoorDash
• Wavemaker
• NBA
• WNBA
• New York Knicks
• Miketeevee

Links

•   Website

Featured

• Rapper - Kurtis Blow
• Rapper - Lola Brooke
• New York Knick - Josh Hart
• New York Knicks - Jalen Brunson
• WNBA Legend - Sue Bird

Credits

Ariel Gambardella
Head of Brand Partnerships
DoorDash

Hank Kauffman
Manager, Brand Partnerships
DoorDash

Renaldo Chapman
VP, Brand & Creative
DoorDash

Jeff Doyle
Manager, Brand Partnerships
DoorDash

Emery Barnes
Associate Manager, Brand Social
DoorDash

Trina Sethi
Sr. Manager, Business Lead
DoorDash

Rafael Segri
Co-Head of Creative
DoorDash

Pooja Pandey
Manager, Offline Media
DoorDash

Devon Ngai
Manager, Offline Media
DoorDash

Matteo Catanese
Creative Director
DoorDash

Julio Sotomayor
Sr. Designer
DoorDash

Jamie Penano
Sr. Project Manager
DoorDash

Hannah Tsumoto
Sr. Manager, Integrated Marketing
DoorDash

Cristen Milliner
Manager, Consumer Communications
DoorDash

Colin Frawley
Sr. Copywriter
DoorDash

Eli Velez
Managing Director, Creative Studio
DoorDash

Adriel Teles
Head of Brand Design
DoorDash

Adam Ornelas
Sr. Manager, Influencer & Content
DoorDash

Ronnie Beach
US Sports Lead
Wavemaker

Jeff Grande
Assoc. Director of Sports, Live & Gaming
Wavemaker

Dom Esposito
Manager of Sports, Live & Gaming
Wavemaker

Alison Goldberg
Associate of Sports, Live & Gaming
Wavemaker

Logan Burnett
Assoc. Director, Digital Investment
Wavemaker

Sam Lee
Manager, Digital Investment
Wavemaker

Khaile Forbes
Assoc. Director, Planning
Wavemaker

Christian Laguatan
Manager, Planning
Wavemaker