Nike x Rap Caviar Basketball Tournament
Goal: Generate conversation and social buzz celebrating NYvsNY
Markets: New York, United States
Background:
The biggest stage in New York City summer basketball is back. Created by Nike to unify the city under a shared love of basketball, NYvsNY gives the best boys and girls high school hoopers the opportunity to represent their parks and showcase their skills for the chance to be crowned the kings and queens of the next generation.
Spotify partnered with Nike’s 7-week long basketball tournament made up of all-star teams from the city's six most prestigious summer leagues. To celebrate, the players curated the official soundtrack of Nike's NYvsNY tournament, a playlist made exclusively on Spotify. The playlist offers a peek into the intersection of hip-hop and basketball through the lens of NYC youth culture. Check out the Official Nike NYvsNY Playlist.
We promoted the overall RapCaviar flagship playlist with this highly engaged community given basketball and hip-hop have gone hand in hand for decades. Game 1 tipped off in Harlem last week with some special guest appearances by Lance Stephenson, Jadakiss, and Jayson Tatum. And we’re just getting started, we’ll have more special appearances and artist performances throughout the season to celebrate this year’s 50th Anniversary of Hip Hop. We’re developing social content throughout the summer that highlights the deep-rooted connection between hip-hop and basketball through courtside hot takes, crossover trivia with Nike merch, and a high-level capture of the best highlights. Social content will be shared across Spotify, NYvsNY, and NikeNYC social handles.
