VOLLEYBALL
IS A VIBE
VOLLEYBALL IS A VIBE Launch the world’s first volleyball brand dedicated to female athletes. Create awareness and drive sales quickly in order to demonstrate proof of concept for an angel funded start-up.
Year two: build on that success by increasing brand awareness while simultaneously driving sell-through for a 2X increase of inventory over the previous year.
Our strategy was to celebrate and elevate female volleyball athletes by tapping into the authentic culture of the sport while demonstrating that she (finally) has a better option than wearing men’s basketball shoes.
Tap top college volleyball athletes to bring our “Volleyball Is a Vibe” campaign to life. Produce a full suite of digital and social assets to launch the brand and thoughtfully communicate the product innovation stories. In one 2-day shoot, we captured 6 OLV videos, 40 stills, 20+ social-first assets for @teamavoli and player channels.
The Alt League built and executed the NIL strategy, also managing the media strategy and buying, resulting in unprecedented campaign efficiency. In year two, a second wave of Avoli athletes brought the evolved creative direction “Hits Different” to life.
The shoes sold out in three weeks, so quickly we had to turn off media. Demand continues to outpace inventory: new colorways sell out within weeks, with over 4,000 people on the waitlist, and the retail partner expanded both doors and units after the test.
