Background & Challenge

Delta has a consideration problem, not an awareness one. We needed to deepen connections with younger flyers through the WNBA partnership - not just logo placement.

Insight

Sport subcultures can become cults, sometimes overshadowing the sport itself.

Strategy

Surround the WNBA Cultural Engine - embed into the ecosystem of the game by connecting on the court and beyond it into fashion and female empowerment.

Idea

Reach fans where they watch, connect, and debate the game. Deepen bonds via subcultures and in spaces that are motivational beacons for women.

Results

+4.2 points in Brand Favorability