The Fadeaway was a one-day basketball tournament held to support local charities in Toronto. The official sponsored event featured four teams, energetic hosts, and community engagement through donations.
Objectives:
Create a recognizable product surrounding Basketball but not limited to it.
Drive engagement and offer an incentive for other brands to be apart of something positive for community and charity within Toronto.
Provide a platform for local talent and entertaining product for viewers to enjoy.
Role and Responsibilities:
Founder - One man army (Event Organizer, Designer, Managed Socials + Wrote + Directed all media, photo & video.
Managed partnerships and sponsorships
Coordinated logistics and scheduling
Target Audience:
Community Members, (Creatives, Athletes, Locals, Etc.)
Basketball fans + enthusiasts (Included many talented Basketball players from different schools in Canada + US
Sports Media + Influencers – Celsius Fits, SplashTO, HoopQueens, Overtime Canada
Approach and Strategy:
Designed a distinct flyer that would captivate peoples attention + locked in a specific venue for the tournament.
With that, I created 3 pitch decks:
1) For Players
2) For Media Team
3) For potential sponsors
After locking in confirmed players and brand sponsors (Celsius Media, Bio-steel, Recalled Shop + Xeist Sportswear) Came the fun part. Crafting the design language for the tournament, the uniforms and creating the roll out for the campaign and media.
Each player got a player card portrait, with overlays of the tournament branding. We led with the slogan "Community Built By Basketball", which was very apparent by the turn out of support from patrons and players and their families.
We did a collaboration post/carousel on IG with each player (30) It drove over 40,000 in engagement analytics just from the player cards.
Utilized a mix of social media marketing, community outreach, and partnerships with local businesses to promote the event. The strategy focused on highlighting the charitable aspect and the excitement of the tournament.
Execution:
Timeline: Planned over 2 months
Key Milestones: Securing sponsors, finalizing venue, design all assets, delegating and organizing staff + media team, playing in the tournament.
Phases: Planning, Promotion, Event Day
Outcomes and Results:
Donations: Over 200lbs collected for the Parkdale Food Bank
Attendance: Over 100 attendees
Engagement: Social media reach of 40,000+
Visuals: (Include images/videos of the event, promotional materials, and behind-the-scenes shots)
Reflection:
Organizing the Fadeaway Classic was a rewarding experience. It was my first project that was to this level of complexity, having to navigate working with so many different moving pieces, watching it come together and being perfect was an amazing moment for me and I can't wait to do it again, but bigger.
