Nike sought to amplify the impact of the Police Athletic League (PAL) in Cleveland, focusing on storytelling to elevate the PAL brand and its youth participants. The challenge was to create content that not only introduced PAL to new audiences but also reinforced its mission to existing supporters, using sports as a medium to inspire and engage the Northeast Ohio basketball community.
Lavar Hamilton on set
Mayor of Cleveland
Zulmary and Brother
Coach Bob
Coach Maryann Fields
Coach Ron Fields
Our Solution
The approach included creating a three-part mini-documentary series highlighting the lives and challenges of the young subjects, along with collaboration with city dignitaries and high-level production.
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The Takeaway
Insights such as the effectiveness of storytelling in community engagement and the impact of visual media in non-profit promotion.
