Overview

Athlete-Driven Worldwide (A-DW) partnered with Hisense and Lowe’s to execute a high-impact, multi-channel campaign during the 2025 NBA Playoffs, showcasing Hisense’s commitment to fan engagement and product innovation. At the heart of the initiative was Miami Heat All-Star Bam Adebayo, who starred in a hidden camera-style activation that delivered both humor and authentic brand storytelling.

This campaign served to amplify Hisense’s NBA partnership nationally, while spotlighting Hisense appliances at retail through a national fan sweepstakes, which awarded winners with premium Hisense home products and a trip to the Eastern Conference Finals.

Approach

Leveraging the viral appeal of hidden camera pranks, A-DW developed "Undercover Bam", a creative concept that played into Bam’s playful persona and comedic timing. The activation featured Bam disguised in-store, surprising fans shopping for Hisense appliances—delivering a genuinely fun and unexpected brand experience.

A-DW led all campaign facets, including:\

• Talent identification and acquisition (Bam Adebayo)\

• Creative development and production oversight\

• PR amplification and broadcast coordination\

• End-to-end retail execution with Lowe’s and the NBA

In-Store Impact

Hisense rolled out a nationwide retail footprint in over 1,700 Lowe’s stores across the U.S., featuring:\

• Life-size Bam Adebayo standees\

• Branded signage and sweepstakes promotion\

• Custom point-of-sale materials highlighting Hisense Home Appliances

Company Recognition

Hisense senior leadership hailed this initiative as one of the most effective and creatively executed campaigns in company history. The campaign not only drove visibility and retail engagement but also deepened emotional connection with fans through Bam’s authenticity and humor.

Media Coverage

The campaign gained local and national attention. In Miami, the story earned television coverage on 7 News Miami, where it was featured in a playoff preview segment, further boosting regional excitement and visibility for both Bam and the brand.

Results

• 1.1 million views on YouTube

• 14.2K Instagram likes (organically driven)

• Campaign featured in over 1,700 Lowe’s stores nationwide

• Named a Top Brand Moment internally by Hisense leadership

• Elevated Hisense’s standing as a culturally relevant brand within sports and retail