Overview

Building on our legacy of standout campaigns on sports' biggest stages, Athlete-Driven Worldwide (ADW) secured a groundbreaking partnership with Hola Prime, a global FinTech brand. Hola Prime selected ADW as their North American sports agency of record, entrusting the team to lead their first-ever U.S. market entry through sports. This strategic move gave Hola Prime a competitive advantage by leveraging ADW’s sports expertise and cultural insights.

To headline the campaign, ADW strategically hand-selected five-time NBA All-Star and New York Knicks standout Karl-Anthony Towns as Hola Prime’s brand ambassador. With exclusive global rights secured, the campaign launched just ahead of Towns’ and the Knicks’ unexpected but thrilling 2025 NBA Playoff run — significantly amplifying campaign visibility and awareness.

Approach

As agency of record, ADW managed all campaign components end-to-end:

• Talent Strategy & Negotiation: Karl-Anthony Towns secured with full global rights prior to Knicks’ postseason momentum

• Creative Development & Messaging: Hero concept, Speed Is Success, connected the resilience of elite athletes to the real-time decisions of modern traders

• Production: Oversaw content development and commercial spots

• Media Buying: High-visibility placements across Bleacher Report (B/R), TNT, CTV, and NBA TV

• PR & Media: Global press push across business and sports media

The campaign positioned Hola Prime as a trusted, fast-moving FinTech disruptor — with Karl-Anthony Towns as the embodiment of what it means to lead, adapt, and win in high-stakes moments.

Results

The campaign generated millions of impressions across Bleacher Report and TNT NBA Streaming through the NBA Finals — overdelivering on guaranteed impressions and driving Hola Prime’s awareness across key target segments. Karl-Anthony Towns also posted the campaign to his Instagram account, reaching over 5.5 million of his followers and introducing Hola Prime to a highly engaged audience of sports fans and financial consumers.

Additionally, the campaign’s PR push earned significant industry recognition. It was featured on Sponsor United’s Hottest Brands for the month of May and spotlighted on Sponsor United’s LinkedIn page, reaching over 23,000 followers. As a respected authority in sports partnership coverage, Sponsor United’s endorsement elevated Hola Prime’s visibility within the sports business ecosystem. Hola Prime ranked as the #11 most searched brand that month — placing it among some of the biggest advertisers in sports. The campaign also earned media coverage in Yahoo Finance, among other top-tier financial outlets, setting the stage for Hola Prime’s credibility and recognition in the North American sports market.