Deuce: Highlighting Basketball Street Culture

High energy, high impact! Capturing the pulse of basketball fashion and culture with a campaign that hit nothing but net.

When Deuce called, it was game on. The challenge? Create a campaign that authentically captured the essence of basketball street culture — its drive, competitiveness and unmistakable edge. The creative needed to merge the sport’s raw intensity with Deuce’s fashion-forward identity, building a genuine connection with fans while delivering strong commercial results.

Brief

In partnership with Blue Sky Athletics, IVE’s creative agency, Elastic brought the campaign to life with a mix of motion and stills content — launched across Deuce’s social media channels and e-commerce platform. By spotlighting local basketball talent, the campaign celebrated the sport’s street-level grit, camaraderie and authenticity, all while showcasing Deuce’s signature style.