Kumho Tire, the Official Tire of the NBA, tasked The Brand Amp with developing a national consumer promotion around the crown jewel of its sponsorship, the NBA All-Star Game.


Through a series of strategic sessions, we honed in on the connection tires play in “handling” performance on the road, and the critical ball-handling skills needed for success in basketball.  The Brand Amp developed a fully-integrated consumer promotion called Hip-Hop Handles in a matter of weeks.  The nationwide competition challenged basketball players to submit a 30-second ball-handling video choreographed to one of two pre-selected hip-hop tracks for the chance to win a VIP trip to NBA All-Star Weekend. In addition, several regional competitions were staged in NBA markets to award additional prize packages.  The Brand Amp leveraged program spokesman & perennial All-Star point guard John Wall across Public Relations, Social Media, Influencer Marketing & Video Content pieces to drive awareness and engagement.


The two-week program resulted in strong consumer engagement on local, regional and national levels.  John Wall appeared on ESPN Sportscenter, ESPN “The Jump”, Yahoo Sports & NBA TV.  Video of streetball legend Phillip “Hot Sauce” Champion “breaking the ankles” of would-be defenders in Atlanta went viral, and the UGC campaign created strong engagement.