Courtside Couture
Where basketball meets fashion. Where community meets culture.
Courtside Couture
Where basketball meets fashion. Where community meets culture.
Dallas is more than a city, it’s a culture, a rhythm, and a stage for greatness. The Mavericks have always been at the center of that stage, defining what it means to lead, to innovate, and to represent this city with pride. With this campaign, we have the opportunity to expand that definition, to fuse the power of sport with the artistry of fashion, to amplify the voices of local designers, and to bring the community closer to the team in a way that has never been done before.
This is more than fashion, more than basketball. This is a cultural collision that showcases the Mavericks as champions not only on the court, but in the heart of Dallas.
This initiative bridges the Mavericks’ influence with Dallas’ creative economy. Uplifting local designers, supporting small businesses, and giving fans a new way to experience Mavericks culture.
Objectives
The Courtside Couture campaign is designed to merge the energy of basketball culture with the elegance of high fashion, creating a space where sport and style collide. Our goal is to position the brand at the intersection of athletic performance and luxury aesthetics, redefining what it means to sit courtside. By leveraging the cultural influence of basketball, the aspirational appeal of couture, and the shareability of bold editorial visuals, this campaign aims to elevate brand perception, drive cross-industry relevance, and spark engagement with both fashion enthusiasts and sports audiences. Ultimately, Courtside Couture transforms the court into a runway, and the game into a cultural stage.
Campaign Concept
Core Idea: Each of the 15 Mavericks players chooses a local Dallas fashion brand to represent.
Game Day Activation:
Players arrive styled in curated outfits from their chosen designer.
Pop-up shops by each brand outside the arena.
50% of proceeds (from game day brand sales only) donated to Mavs Business Assist.
Runway Showcase: Halftime feature spotlighting each look, turning the arena into a live mini-fashion show. Designers will choose more pieces to showcase here on the models.
Objectives & Impact
For the Mavericks:
Strengthens ties with Dallas’ creative community
Increases brand equity as a cultural tastemaker
Expands fan base (pulling in fashion-forward and young creative demographics)
For Local Designers:
Exposure to 20,000+ fans in arena & millions online
Association with a global sports brand
Tangible sales & ongoing recognition
For the Community:
50% proceeds reinvested into small business growth
Visibility for Dallas’ fashion industry on a national stage
Game Day:
Player arrivals in designer looks (tunnel content goes live immediately)
Pop-up shops open pre-game
Halftime runway showcase with hand selected models by the designers
Recap content posted same night
Post-Game Week:
Recap highlight reel
Donation announcement to Mavs Business Assist
Follow-up features on the 15 designers
Social Media Strategy
Pre-Game:
Player/designer pairing reveal videos
BTS fittings and teaser reels
Game Day:
Tunnel arrival content (already a huge cultural driver for the NBA)
Instagram/TikTok reels of the halftime runway
Pop-up shop highlights tagged with designer handles
Post-Game:
“Best looks” recap (fan engagement content)
Designer spotlights on Mavs channels
Imagine the moment: 15 Mavericks players, each walking into the arena draped in the vision of Dallas’ brightest designers. Cameras flash, fans erupt, social media ignites, and a new narrative is born. The Mavericks as the driving force of Dallas culture. At halftime, the arena transforms into a runway. The city’s fashion heartbeat syncs with the roar of the crowd, and the Mavericks become more than a game; it becomes the bridge between sport, style, and community.
This isn’t just a game. It’s a statement. A movement. A legacy moment where the Mavericks step beyond the court and into history as the team that not only won games, but elevated an entire city. In a time when community is important, this is an opportunity to shift focus, reframe, and set the Mavericks up as a true extension of the Dallas culture.
Concept campaign created for portfolio purposes only this deck has not been formally endorsed by the organizations mentioned.