West Coast Elite – ALL IN Brand Campaign & Limited Edition Apparel Store

Client: West Coast Elite Under Armour / 3STEP Sports

Role: Strategy, Project Management, Execution

Project Overview

West Coast Elite is the largest youth basketball club in the Western U.S., serving boys and girls from elementary through high school. I was tasked with leading a team in the creation of a digital brand campaign around a single idea: their core cultural mantra, “ALL IN.” That was the only brief.

Over the course of four weeks, we turned that idea into a full-funnel campaign with community storytelling, user-generated content, limited edition merch, and a unifying brand identity. The campaign generated massive social reach, sold out tryouts, and became the foundation of a full rebrand.

Creative Brief

Objective

• Promote upcoming tryouts & encourage registrations
• Launch a community-wide campaign around the “ALL IN” mindset
• Generate revenue through a limited apparel drop
• Strengthen WCE’s identity through clear brand storytelling

Audience

• Youth athletes & parents
• Alumni
• Coaches and staff
• Basketball fans in the Western U.S.

Channels