HOUSE OF HOOPS IS A FOOT LOCKER SUB-BRAND CREATED SPECIFICALLY FOR THE BASKETBALL AUDIENCE, IN PARTNERSHIP WITH NIKE. AS A SPORTING NATION, BASKETBALL IN AUSTRALIA FALLS A LONG WAY BEHIND IN POPULARITY COMPARED TO 3 CODES OF RUGBY, CRICKET, NETBALL AND SOCCER. BUT AS MORE AND MORE YOUNG AUSSIES SUCH AS BEN SIMMONS, MATISSE THYBULLE AND JOSH GIDDEY MADE THEIR MARKS INTO THE NBA, THE POPULARITY OF THE SPORT HAS EXPERIENCED MASSIVE GROWTH IN RECENT YEARS. FOOT LOCKER SAW THE NEED TO CONNECT WITH THESE YOUNG FANS ON A LOCAL LEVEL, INSTEAD OF JUST RELYING ON THE HALO EFFECT OF THE GLOBAL CAMPAIGNS. SO HOW DID WE CONNECT TO THE NEXT GENERATION OF BASKETBALL FANS WHEN WE DIDN’T HAVE ACCESS TO THE SUPERSTARS OF THE GAME? WE GAVE THEM ACCESS TO THE NEXT BEST THING – THE OPPORTUNITY TO MAKE THEIR VERY OWN PLAYER LOGO, JUST LIKE THE SUPERSTARS.