Hoodrich – Hoops in the Hood
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Hoodrich – Hoops in the Hood
- BRAND NAME : Hoodrich
- ACTIVATION NAME : Hoops In The Hood
- RESULTS GENERATED : Sales up +140% on activation days
- LOCATION DELIVERED : Birmigham
BRIEF
Hoodrich aimed to create a bold and disruptive activation that would connect with their core audience, showcase the brand’s DNA, and drive sales through one of their key retail partners in their hometown of Birmingham.
RWD’s CONCEPT
RWD Agency secured premium pitch space within Birmingham’s Bullring Shopping Centre, strategically located near the key retail partner’s store to maximise footfall, drive sales, and increase brand awareness. To achieve impactful visibility and engagement with targeted consumers, RWD developed a completely unique and never-before-seen activation.
THE ACTIVATION
We designed a striking 21-foot, three-tier basketball system that invited consumers of all ages and abilities to participate and win prizes, ensuring maximum inclusion. The psychology behind the activation was to create a high number of winners, fostering a sense of accomplishment and encouraging them to redeem their prizes in-store. This approach seamlessly combined an engaging brand experience with increased foot traffic and sales for Hoodrich over the two-day event.
To maintain excitement, we curated a full schedule of competitions and game themes that changed hourly, keeping the energy high and encouraging repeat engagement.
The Infrastructure
The basketball structure was housed within a custom truss frame, complete with protective netting to contain stray balls. The entire setup was fully branded and featured CCTV camera props to emphasise an urban city theme.
The flooring replicated a basketball court with a creative twist: the lines were designed as double yellow road lines, set against a tarmac-style floor for a distinct UK street aesthetic. A large concrete-style Hoodrich sign was prominently displayed, seamlessly integrated into the space and doubling as a schedule board and POS display.
This innovative, immersive setup not only captured attention but also reinforced Hoodrich’s urban identity while delivering tangible results for the brand.
RESULTS GENERATED
The activation received widespread acclaim from both Hoodrich and the retailer, earning special recognition from the brand’s founder. This event not only delivered Hoodrich’s highest global sales during the period but also set a new benchmark for future collaborations between Hoodrich and RWD Agency, solidifying a long-term partnership.
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FAQ
Why work with the RWD Agency?
RWD Agency has built a stellar reputation, supported by long-standing partnerships with some of the world’s largest brands and retailers. For example, JD Sports has trusted RWD Agency as their leading supplier of experiential activations for over 12 years. Many former collaborators have carried RWD’s services with them as they’ve transitioned to other major brands, underscoring the agency’s consistent excellence and impact.
Is it true that you work exclusively through referrals?
Starting in 2025, RWD Agency is proud to offer its services openly for the first time. Previously, we worked exclusively with referred clients to maintain the exclusivity and high quality of our offerings, avoiding the dilution of our services across too many channels. As part of our global growth strategy, we now have the capacity to extend our expertise to a broader audience while maintaining the same exceptional standards.
What does RWD Agency need to know ?
Initial Ideas and Concepts
- Outline the vision for the activation or event (e.g., experiential installations, live performances, immersive AI experiences).
- Consider creative approaches that align with your brand and engage the target audience.
KPIs (Key Performance Indicators)
- Define measurable goals, such as:
- Foot traffic or attendance numbers.
- Social media engagement (likes, shares, mentions).
- Lead generation or conversions.
- Post-event surveys or feedback scores.
Budget
- Provide a clear budget range to help RWD Agency tailor concepts and resources effectively.
- Include details like allocations for production, staffing, marketing, and contingency.
Date/Time
- Specify the exact date and time for the activation, considering factors like audience availability and logistics.
- Indicate if the event spans multiple days or requires set-up/tear-down periods.
Location
- Share details about the venue or location, including size, layout, and any logistical considerations.
- Highlight whether the space is indoors/outdoors and if permits or approvals are required.
This comprehensive information will ensure the RWD Agency can craft a tailored and impactful activation.
Is “RWDAI” free to use?
Yes, “RWDAI” is a completely free tool that transforms your activation ideas into fully developed, professional-quality images. Forget the outdated methods of printed paper and those abstract, indecipherable sketches from a colleague—we’re here to effortlessly bring your vision to life!
Where is RWD Agency based?
We are located in the UK and Dubai.
