After two decades of stagnation, St. John’s Basketball needed more than a refresh — it needed a cultural reset. Under Hall of Fame Coach Rick Pitino and in the new NIL era, the program set out to reconnect with New York City and redefine what modern college basketball could feel like.
In partnership with Pitino and the full team, 11 Ounces rebuilt the brand from the ground up through a culture-first lens — embedding NYC basketball DNA into every touchpoint. From social and in-arena systems to long-form storytelling, NIL partnerships, and original content platforms, the work reignited belief, energized the fanbase, and positioned St. John’s as a national force again.
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St. John’s identity was rooted in distant history. While Pitino’s arrival created excitement, the program lacked a modern ethos that reflected the grit of New York basketball and pointed clearly toward the future.
We rebuilt the brand in real time alongside the on-court product, translating two core truths — New York fans expect toughness, and Pitino teams are Passionate, Hungry, Driven — into a unifying rallying cry that reset the program’s attitude.
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- “All Storm, No Front” seasonal campaign
- New visual and design system
- Social-first content and OOH
- Big East Tournament Hero Film
+39% increase in social media following
+125% social engagements
With momentum building and expectations rising, St. John’s needed to move beyond a comeback narrative and fully elevate the fan and in-game experience across all touch points.
We immersed ourselves deeper into NYC basketball culture, hip-hop roots, and community voices to launch a season-long platform signaling a shift from rebuild to resurgence.
- “The New Reign” in-arena & social hype film
- Cinematic March Madness manifesto
- Social-first design
- First-ever NIL partnership with Avirex
- First “Blackout” uniform
- Postseason Kings of New York Campaign
+23% YoY home attendance (most in +20 years)
+80% growth in social following
+244% YoY increase in social engagement
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Following a Big East Championship, strong March Madness run, a new Adidas deal, and elite recruiting momentum, the program needed to deepen its bond with the city and extend energy across both men’s and women’s basketball.
We reframed the season around place and people — grounding the brand in the neighborhoods, textures, and voices that define New York basketball.
- “Every Block. Every Borough.” seasonal platform
- Evolved design system inspired by NYC textures
- Launch of the Johnnies Nation Podcast
- Season tip-off brand film
- Mixed-media intro video — designed to evolve throughout the season
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Through three years of strategic brand transformation, St. John’s has reconnected with the city, energized fans, and reshaped its future in college basketball.
Dedicated to the game.
