AXE X Raptors Court

It's been almost a year since the Raptors’ historic championship win and Toronto has relished in this moment since their victory. Throughout the year, the Raptors have hosted many brand activations for their fans, like offering photo ops with the prestigious Larry O'Brien championship trophy. Other notable celebrations included the famous championship parade, and more recently, allowing fans to play on the Raptors practice court.

With the OVO Athletic Centre serving as the main practice court for the current roaster, the practice court in the Scotiabank Arena acts as the oppositions practice court / warm up area, which is usually off-limits to the public. In early March 2020, to mark the Raptors 25th year anniversary and to celebrate their championship win, the Canadian team partnered with Axe Canada to host a contest which allowed fans to play on the practice court, the same court where NBA legends like Lebron James, Steph Curry, James Harden, and Paul George have warmed up. Axe also tied this event with the release of their WILD fragrance and products, and offered participants goodie bags filled with samples.

Throughout the duration of this activation, more than 300 fans were invited to come shoot around on the court and try and recreate famous shots during pre-determined times. In order to be eligible for a future larger prize, fans had to score a total of 8 points by shooting from designated areas on the court - 3 points for scoring from the free throw line and 2-3 points for scoring from the 3 points line. The event hired its own photographer and DJ to create the right vibe for this court.

Along with fans being able to play on this court, this activation served as a history lesson and showcased artwork that represented the many eras in the Raptors 25-year history. Significant art pieces in this space included the “We The North” Banner, and also a visual history of the Raptors that featured all the jerseys of the franchise as well as artwork that paid homage to past players, coaches and moments.

With the NBA Season being on hiatus because of the COVID-19 global pandemic, the Toronto Raptors remain the reigning champs. Fans are waiting impatiently for the return of not only basketball, but all sports. To keep spirits high in these dire times, Raptors fans can look back at these classic moments and be reminded that this situation is temporary and the championship is forever.

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Jason Jay

Founder & Creative Director | CONTENDER Studio
www.contender.studio
info@contender.studio
905.699.5260