The Brooklyn Nets have named Translation as its agency of record, tasked with developing a new campaign ahead of the 2017-2018 season.
The campaign will include game presentation, digital, sales, and community relations initiatives around a “Brooklyn Grit” theme celebrating the borough.
“The Brooklyn Nets bring determination and hard work to every game, representing values that go to the heart of what it means to be a Brooklynite and a New Yorker,” Translation CEO Steve Stoute said in a statement. “Our campaign will be grounded in further building an authentic bond between the Nets and the Brooklyn community that truly represents the spirit and grit of the borough.”
“We believe there is an even greater opportunity to build an authentic connection between the team and the borough,” added Brooklyn Sports & Entertainment CEO Brett Yormark. “On the court, the Nets have fully embraced the mantra, ‘Brooklyn Grit,’ and our partnership with Translation will allow us to amplify that story in the community.”
The Brooklyn Nets spent nearly $3.4 million on measured media last year, down from over $8.1 million the year prior, and just $40,000 in the first quarter of 2017, according to Kantar Media.
Translation previously worked with the team on a “Hello Brooklyn” campaign in 2012, celebrating its move from New Jersey to Brooklyn. The agency also has served as creative AOR for the NBA since winning the account in December of 2014, following a review. Translation’s recent work for the league includes a campaign promoting the NBA Playoffs with spots featuring Shaquille O’Neal and Julius Erving.
The appointment follows Translation’s hiring of Eric Steele as group creative director earlier this month. The Brooklyn Nets are coming off a disappointing 20-62 season.