Marketing Featured ANZ

This sportswear brand lets basketball fans create their own ‘player logo’

Sydney, Australia – As basketball grew exponentially worldwide, only the professional players got the chance to have their own signature logo. With this in mind, House of Hoops, the basketball brand of sportswear and footwear retailer Foot Locker, has launched its interactive player logo tool, aimed at allowing fans to design and generate their logo just like the pros.

Developed in collaboration with dentsu’s BWM Isobar and Merkle, the ‘House of Hoops Mark of Greatness’ campaign is a mobile-first, interactive design tool that lets basketball fans create their own, personalised ‘player logo’ in a few simple steps. This also gives them a chance to score their own player edition shoe.

According to House of Hoops, the new tool, which is spread not only in Australia and New Zealand, but all around the world, has already been featured on some of the world’s most popular basketball news sites, including It simply requires users to enter their initials to have a monogram automatically created to form a symbol. From there, the tool integrates hundreds of font, colourway, icon, and shape iterations to let fans personalise their logos.

Brendan Graham, Foot Locker’s senior director of marketing for APAC, shared that the impact of the pandemic accelerated their need to bring the innovative experience House of Hoops is known for at a physical retail level, into digital touchpoints. 

“This idea embraced the culture of the modern game and gave our customers a truly engaging House of Hoops brand experience online and on mobile,” said Graham.

House of Hoops said that upon the launch of the new tool, the promo film hit almost one million views on YouTube. Over 32,000 fans experimented with designs, with the very best winners’ designs featured on out-of-home media across the country.

The overall winner was given the full pro athlete treatment. Powerful stills of the winner pulling iconic basketball poses were captured and plastered everywhere on high impact billboards and large format digital OOH – just like the NBA superstars.