Everyday Dad
nbpa
The Challenge
In recent years, NBA players have faced growing scrutiny over their public image, with prevailing stereotypes painting them as poor role models and inattentive fathers. This negative perception risked damaging their reputations and alienating their fan base, creating a significant public relations hurdle. The challenge was not only to alter these entrenched views but to highlight the players' dedication to family values, thereby reshaping the narrative in a positive light.
The Solution
To counteract these stereotypes and reveal the genuine character of these athletes, a strategic media campaign was launched, titled "EverydayDad" This initiative involved intimate, documentary-style filming of players at home, engaging with their families, and discussing the role of fatherhood and what family means to them. By broadcasting these personal stories, the campaign provided fans and critics alike a rarely seen perspective of NBA players as devoted fathers and role models, thereby fostering a deeper connection with audiences and transforming public perception.
Facebook Growth
88%
Instagram Growth
125%
Video Views
335K
The men of the NBA are more than just basketball players – they’re fathers, sons, husbands, and brothers. The problem? Nobody talks about that.
Along with the Fathers and Sons of Professional Basketball Players and the NBPA Foundation, we created #EverydayDad. The broad objective was to highlight who the men are off the court, but first we had to position the NBPA Foundation as a reliable storyteller for the players – and had to get the players on board.
EverydayDad Was About Changing Perceptions
Our approach was simple: let them do the talking. As it turns out, they have a lot to say – about how proud they are as husbands and fathers, and about their families and those who have influenced them along the way.
Through our social media strategy, content, and subsequent coffee table book, we increased the NBPA social footprint by over 200% and garnered interest from over 20 top players.
"Intrigue The Players"
We started with five players, but the goal was always to get all players in the league involved. After we wrapped the social campaign, we used the content to produce a hardcover coffee table book that was sent to all players in the league. Not only did the players love the videos we produced, but the coffee table book solidified interest from the players to continue the efforts. The launch introduced more than just a new camera; it marked the arrival of a new era for Nanit. With expanded offerings in their Breathing Wear line, additional hardware accessories, and curated product bundles, Nanit broadened its reach. To match this evolution, over 100 packaging designs were updated across 50 SKUs, ensuring a cohesive brand experience.
