REIGNITING A SLEEPING GIANT

The SETUP

With the arrival of Hall of Fame coach Rick Pitino, St. John’s found itself at the start of a new chapter. But the program's reputation had grown stale. Fan energy was gone, recruiting relevance had faded, and the brand had no modern identity. That’s when we were brought in to change the story.

The OBJECTIVE

Transform St. John’s from a forgotten legacy program into a culturally relevant brand, built for the NIL era—where storytelling, community, and brand equity matter just as much as wins.

THE STRATEGY

St. John’s is not just as a basketball team, but as a brand worthy of New York’s cultural spotlight.

Authentic Swagger: Bold visual and verbal identity grounded in NYC grit.

Underdog Spirit: Campaigns centered around overlooked and underestimated players.

Innovative Rebellion: Digital-first storytelling with creative formats like CGI.

Community Connection: Local-first activations and content that tapped into NYC culture.

Fearless Ambition: Recruiting tools and NIL storytelling to attract the next wave of talent.

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The work

Brand Identity & Campaign Platform: Created “The New Reign,” a bold new creative platform that redefined the program's identity, tone, and energy.
Social Content Engine: Designed and executed weekly social content including motion graphics, reels, and visual assets that reenergized fan engagement.
NIL & Player-Led Storytelling: Developed custom campaigns that positioned players as main characters—building their personal brands while driving team relevance.

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In-Arena Experience: Produced cinematic jumbotron videos, graphic packages, and pre-game intros to bring “The New Reign” to life at Carnesecca Arena and MSG.
Merch & Uniform Moments: Dropped alternate jerseys and limited merch capsules that connected culture to the closet.
Campaign Rollouts: Paid, earned, and organic media campaigns across OOH and social leading into key moments like Midnight Madness, Big East play, and rivalry games.
Recruiting Collateral: Built cinematic recruiting reels and digital pitch decks used to land top-tier transfers and freshmen.

The RESULTS

The New Reign wasn’t just a campaign—it was a cultural shift. And the numbers told the story:

+90% growth in St. John’s social audience from the start of the season
Consistent MSG sellouts for the first time in over a decade
Revitalized in-game atmosphere, drawing New York icons like Spike Lee, Stephon Marbury, Alex Rodriguez, Jadakiss, Fat Joe, and CC Sabathia
National media recognition and millions of impressions from a renewed cultural buzz
285 creative briefs completed and 96 in-arena assets built to enhance the gameday experience
Top-tier recruits and transfers citing the brand’s identity and vision as reasons for choosing St. John’s
Coverage from major outlets including Rolling Stone, ESPN, and The Athletic
The most competitive season in years—with performance on the court rising to meet the brand’s momentum off it

The verdict?

National relevance restored. Culture reborn. A new standard set.

This isn’t just a comeback story. It’s a blueprint for the modern era of college basketball.

Next Project

NBPA