DoorDash’s WNBA Playoff Collab w. Round 21

ABOUT THIS ENTRY

DoorDash recognized the lack of available WNBA merch, despite strong fan demand to purchase, and set out to solve this problem during the 2024 playoffs. DoorDash partnered with women-owned clothing company Round21 to launch a limited-edition sweatshirt designed by Brooklyn artist Shema Love. To make it more accessible to fans, DoorDash covered 75% of the cost and provided free delivery, highlighting one of the core benefits of DashPass. The campaign was a massive success, selling out before even officially launching and generating 5 million+ organic impressions. It set a new benchmark for fan-brand engagement by celebrating the intersection of culture, sport, and community. This initiative is part of DoorDash’s broader commitment to uplifting women’s sports, expanding on its long-term partnership with the WNBA and collaborations with all-stars like Chiney Ogwumike and Sue Bird.

How does this represent "Excellence in Engagement"?

This campaign set a new benchmark in fan engagement by authentically merging sports passion with social purpose. It demonstrated how a brand could become a community amplifier, creating deep, meaningful connections that resonate with fans and drive impactful business results. The DoorDash x Round21 collaboration showcased the potential of leveraging cultural heritage and community values to create a campaign that went beyond traditional marketing metrics. By celebrating the unity of culture, sport, and community, DoorDash has set a precedent for future campaigns, inspiring the industry to think beyond the game and consider the broader cultural context in which sports exist. This innovative approach to fan engagement will undoubtedly influence how brands connect with their audiences, emphasizing the importance of authenticity, cultural relevance, and social impact. DoorDash's ongoing commitment to women's sports, highlighted by their long-term partnership with the WNBA, serves as a model for how brands can effectively support and elevate women's sports.

Objective

The primary objectives of the DoorDash x Round21 WNBA Playoff campaign were to provide true value back to WNBA fans, highlight the value that DashPass brings consumers, and grow support of the game. It was meant to celebrate the uniqueness of the WNBA fanbase, who are fans of the league itself in addition to favorite teams or players. By collaborating with Brooklyn artist Shema Love to create this exclusive item that featured a unique playoff design and all W teams, the campaign resonated with the community's love for the sport and its cultural significance. The engagement goal was to drive significant conversation on social media platforms, leveraging the excitement of the WNBA playoffs to amplify the brand's visibility and impact and the value DoorDash provides to WNBA fans.

Strategy & Execution

This partnership was designed with women’s sports fans in mind, recognizing their desire for authenticity and purpose-driven initiatives. DoorDash strategically rolled out the campaign by seeding the exclusive merchandise to key influencers within the WNBA community, leveraging their reach to create buzz and anticipation. The unique design by Shema Love, which commemorated the unity of culture, sport, and community, was central to the campaign's appeal. Social media platforms served as the primary stage for this narrative, with influencers and fans sharing the message and showcasing their support. The campaign's rollout coincided with the WNBA playoffs, ensuring maximum visibility and engagement during a peak moment for the sport.

Organizations

• DoorDash
• Wavemaker
• WNBA
• Round 21

Links

•   Website

Featured

• Chelsea Gray
• Sue Bird
• Autumn Johnson
• Greydy Diaz
• Tiona Deniece
• Geza
• Shema Love
• Ally Love
• Janae Sims

Credits

Ariel Gambardella
Head of Brand Partnerships
DoorDash

Hank Kauffman
Manager, Brand Partnerships
DoorDash

Jeff Doyle
Manager, Brand Partnerships
DoorDash

Emery Barnes
Associate Manager, Brand Social
DoorDash

Cristen Milliner
Manager, Consumer Communications
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

Jasmine Maietta
CEO
Round 21

Renaldo Chapman
VP, Brand & Creative
DoorDash