Building Community Through Basketball
At Tara Wilson Agency, we believe the most impactful experiential moments go beyond visibility.
They build confidence, connection, and community.
This fall, we partnered with Nike and Academy Sports + Outdoors to produce a one-day youth basketball skills and drills camp in Austin, Texas — a powerful example of how brands can show up for their communities in meaningful ways.
The Goal: Connection Over Promotion
Our mission was clear:
To position Academy Sports + Outdoors as a trusted retailer for basketball gear by engaging authentically with the local community.
Not through ads.
Through action.
As basketball season approached, Nike and Academy sought to celebrate the sport’s return and drive awareness for Academy’s expanded basketball lineup — featuring releases like the Nike A’One, Sabrina 3, and Witness IX.
The solution was simple but strategic:
Bring the community onto the court.
💡 Brand Strategy in Motion
Instead of a traditional retail promotion, Nike and Academy hosted a youth camp for Academy’s community partners in Austin.
The experience demonstrated a shared commitment to:
Sport and mentorship
Accessibility and inclusion
Empowering the next generation of athletes
Through this activation, Academy positioned itself as more than a store — it became a hub for every level of play.
An Experience Designed for Growth and Trust
Hoopers spent the day learning from experienced coaches through:
Skill-building stations
Competitive 5v5 matchups
Team-building and leadership exercises
Beyond the court, the event celebrated play and purpose with interactive and personalized moments:
A custom Nike x Academy Seeding Kit
A “Game Face” photo station for take-home memories
Exclusive gear, including:
Together We Sport reversible jersey
Nike Elite All-Court basketball
Nike duffel bag
These thoughtful touchpoints showcased Academy’s credibility in the basketball category while reinforcing brand trust through authenticity and generosity.
What the Community Said
“We can't thank you enough for what you are doing for the community. This camp was amazing.”
— Orlando Gonzalez, EA Prep Chaperone
“Today is all about trying my best.”
— Hooper
The feedback reflected what the day was truly about: inspiring confidence, teamwork, and belonging through the love of the game.
The Takeaway
This activation proved that experiential marketing isn’t about scale — it’s about substance.
When brands invest in real communities, they build trust that outlasts any single campaign.
At Tara Wilson Agency, we design experiences where brand purpose meets authentic human connection — from youth sports to beauty activations and beyond.
👉 Want to see how we bring partnership and purpose to life? Let’s talk