Creative Direction

The newly renovated ballfields and basketball courts at Gen. Douglas MacArthur Park in Dongan Hills welcomed brand sponsorships to increase awareness of goods and services. On June 11th, 2021, the Under The Lights Basketball League kickstarted the season and proudly unveiled the $11M funded project to the public. Boasting two main basketball courts, two half courts, a fitness area, a swimming pool, a children's playground, a handball court, and a baseball field, the park attracted hundreds of visitors during its opening season.

The Base Collection partnered with the community-based basketball league, UTL, to provide a safe and positive experience for participants through sports and teamwork. By soliciting sponsorships, they created opportunities to showcase minority, independent, and local businesses to the youth in a fun environment. Along with advertising space, brands were announced daily during active and recorded tournaments and promoted across all social media channels.

By blending sports, music, food, content, brand partnerships, and targeted marketing and advertising strategies, The Base Collection successfully branded the park and elevated the overall experience of the league for Season 9.