During the 2025 NBA Playoffs, Hisense partnered with Athlete-Driven Worldwide to activate its NBA partnership through a culturally relevant, fan-first campaign. The objective: drive national awareness, retail engagement, and emotional connection — all while spotlighting Hisense home appliances at Lowe’s.

A-DW tapped Miami Heat All-Star Bam Adebayo to headline a hidden camera-style activation that leaned into his natural humor and authenticity. Disguised in-store, Bam surprised unsuspecting shoppers, delivering an unexpected and memorable brand moment.

Creative Activation. Retail Scale. National Reach.

• Talent Strategy: Identified and secured Bam Adebayo

• Creative Platform: Undercover Bam — a hidden camera experience built for viral engagement

• Production: End-to-end creative and production oversight

• PR & Broadcast: Media amplification and playoff-aligned broadcast coordination

• Retail Execution: Seamless collaboration with Lowe’s and the NBA

Nationwide Presence. Real Results.

• Activation featured in 1,700+ Lowe’s stores across the U.S.

• Life-size Bam Adebayo standees, branded signage, and custom point-of-sale materials

• National fan sweepstakes awarding premium Hisense products and an Eastern Conference Finals trip

• 1.1M views on YouTube

• 14.2K organic Instagram likes

• Local and national media coverage, including 7 News Miami

• Named a Top Brand Moment internally by Hisense leadership

The campaign strengthened Hisense’s position as a culturally relevant, fan-connected brand, delivering standout retail engagement and one of the most creatively successful initiatives in company history.