Sequential Brands Group has revealed a collaboration between sneaker brand Heelys and the Harlem Globetrotters.
The partnership includes experiential activations of the Heelys brand at Harlem Globetrotters games both in the U.S. and abroad, a special shoe collaboration, the creation of an exclusive online content series and a unique school curriculum integration.
As part of the partnership, Heelys will receive traditional in-game assets and out-of-home marketing assets advertising. Heelys will also have the ability to develop and rollout “pop-up” activation areas at key games and provide fans with special offers on Heelys.
During each game, select Harlem Globetrotters stars will wear Heelys on the court for a unique script integration. In addition to the in-game integrations, Heelys and the Harlem Globetrotters will create a narrative of content starting with the Harlem Globetrotters practicing and continuing throughout the game. The content will be posted via the companies’ respective social media networks and media partners.
In the fall, Heelys and Harlem Globetrotters will work together to distribute Heelys’ “How I Roll” self-esteem platform initiative into middle schools across the country. The program will reach approximately 700,000 teachers and 20,000 schools across the nation.
Plans are also underway for a special Heelys and Harlem Globetrotters shoe collaboration in the future.
“This is an extension of our mission to delight, entertain and, most importantly, bring families closer together,” says Howard Smith, president, Harlem Globetrotters. “Heelys products have thrilled kids across the world, and we share that same goal.”
“We are delighted to ‘team up’ with the Harlem Globetrotters,” says Karen Castellano, president, fashion division, Sequential Brands Group. “This is a wonderful partnership for the Heelys brand and brings with it exposure to a vast audience and fan base, which includes long-time Heelys enthusiasts, giving them a chance to see the brand in action on the court.”