On September 9, 2022, basketball player Manu Ginobili, a four-time NBA champion with San Antonio Spurs and one of the greatest sports legends of Argentina, was inducted into the NBA Hall of Fame - a first for a player born in a Spanish-speaking Latin American country.

The challenge was to generate awareness of Ginobili's Hall of Fame induction, while strengthening the position of the brand. as a game-changer, innovative sports

organization and generating global conversation for the brand both on the press and on social media.

In a country where football/soccer is a religion, home of legends in the likes of Lionel Messi and Diego Maradona, having a basketball player become a star is as unlikely as sending a man to the Moon.

Manu Ginobili's induction into the NBA Hall of Fame was a landmark event that deserved an up-to-the-level celebration, making him reach new heights in the sports world.

Brand insight: Manu Ginobili's induction to the NBA Hall of Fame is a once-in-a-lifetime sports milestone that had to be celebrated

Consumer insight: Manu Ginobili is the biggest basketball legend in Argentina - a country known worldwide for its love of soccer/football, not basketball

Brand approach: Latin America is one of the main international markets for the brand, with +50M casual fans in the region and +15M followers across all its local social media handles. International players and legends are key to the brand's marketing approach - hence the importance of celebrating a former player becoming a Hall-of-Famer.

The campaign sparked social and press conversation around the world, as well as USD 395,000+ media advertising value and a 15-point brand uplift in Argentina (main territory for the campaign)

The campaign also become appropiate for multiple territories around the world:

* For Argentina, it sparked national pride and recognition for a basketball player in a football-savvy nation

* For the US Hispanic and Latin American markets, it showed how the NBA supported and celebrated a global legend

* For Spain, it generated local and national interest as the actual launch of the jersey was done from the city of León, and helped connect with the brand's fanbase

* For the rest of the world, it was attractive because of the innovative way the brand chose to celebrate his legacy - with this being the first time a sports jersey was sent out to outer space