Identifying the Problem
Spalding is one of the most historic sports brands, but after losing their NBA and WNBA partnerships, they fell behind in staying relevant online. While their equipment is still trusted, their social media presence lacked consistency, personality, and connection to younger audiences. Compared to competitors like Wilson, Spalding was missing opportunities to use digital platforms to build culture and community.
Research & Audit
I started by auditing Spalding’s current platforms. What I found was a mix of inactive accounts, outdated strategies, and content that wasn’t resonating with fans. For example:
- Instagram was posting infrequently, often relying on reposted content.
- X/Twitter was mostly inactive after once being a witty, engaging hub.
- YouTube was only used for tutorials, with little focus on storytelling.
- TikTok wasn’t being used at all, even though it’s one of the biggest platforms for Gen Z and sports culture.
I also looked at the audience itself: young athletes, sports enthusiasts, and high schools/colleges that invest in equipment. They live on Instagram, TikTok, and YouTube, and expect brands to show up in ways that are fun, relatable, and interactive.
Strategy & Campaign Ideas
My goal was to get Spalding “back in the game” by shifting their content strategy from equipment-first to athlete-first. That meant:
- Expanding to TikTok with trends, athlete collabs, and lifestyle-driven content.
- Bringing back authentic community interaction, like responding to fans and reposting user-generated content.
- Launching takeovers and collaborations with college athletes and NIL deals.
- Mixing in behind-the-scenes moments, tunnel fits, workout routines, and editorial-style posts that show Spalding as part of culture, not just gear.
- Highlighting Spalding’s history while making it feel fresh and modern.
I also developed a full content calendar with a balance of organic and paid content, plus long-form storytelling on YouTube through athlete collaborations and event recaps.
SMART Goals
The campaign focused on clear, measurable outcomes:
- Grow 100k+ followers across social platforms
- Boost Instagram and TikTok engagement by 15%
- Increase basketball sales by 20% and other equipment by 10%
- Build a consistent posting schedule to keep Spalding top of mind
Skills & Takeaways
This project gave me experience in:
- Social media auditing and competitor analysis
- Campaign and content strategy development
- Audience research and persona creation
- Building SMART goals and measurement plans
- Translating brand history into a modern, digital-first voice
Big Picture
This project showed me how strategy and storytelling can reframe a legacy brand. By leaning into athlete partnerships, community interaction, and platform-specific trends, I designed a campaign that makes Spalding feel less like an equipment company and more like a cultural hub for athletes and fans. The full project is below.
Mia Krysa 