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 and perennial All-Star point guard John Wall across Public Relations, Social Media, Influencer Marketing and 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 and 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.