League Partnership

Athlete-Driven Activates Hisense NBA League Partnership

Athlete-Driven Worldwide created and executed a national campaign for Hisense, bringing their NBA League partnership to life with a rigged game show-style concept filmed in Hollywood. The campaign aligned perfectly with Hisense’s Upgrade Season messaging while authentically engaging NBA fans with humor, personality, and talent-driven storytelling.

Talent Procurement

• Athlete-Driven led all talent procurement and negotiation for the multi-year campaign, securing:

  • Jayson Tatum – NBA Champion and Celtics superstar

  • Richard Jefferson – NBA Champion and broadcaster, serving as host

  • Doug – A fan who went from the couch to in the game to compete for ultimate bragging rights

  • Mike Breen – Featured as a cardboard cutout cameo, adding humor and personality

Concept Ideation

The campaign leaned into the idea that “Jayson can’t win all the time.”

The game show was purposely rigged for laughs, giving Doug — the everyday fan brought from the couch into the spotlight — the chance to outshine an NBA superstar. With Richard Jefferson guiding the humor, and Doug competing for bragging rights, fans got the satisfaction of seeing “the little guy win sometimes.”

Athlete-Driven scripted and produced the campaign, cast extras, and layered in comedic beats — including the surprise Mike Breen cutout cameo — to deliver a fun, authentic story. The campaign rolled out in 15-, 30-, and 6-second cuts, running nationally across NBA TV, ESPN, and TNT.

Production

From start to finish, Athlete-Driven owned the creative process:

• Ideation – Built the “Jayson can’t win all the time” rigged game show concept

• Scripting – Crafted humor-driven dialogue and comedic timing for all talent

• Production – Filmed in Hollywood with our LA-based production team

• Casting – Selected extras and brought Doug, the everyfan, from couch to competition

• Post-Production – Delivered polished campaign cuts for broadcast and digital

The campaign struck the perfect balance of humor, authenticity, and entertainment, showing how Athlete-Driven transforms league rights into fan-first storytelling that elevates brand partnerships.

Athlete-Driven’s Role

As agency of record, Athlete-Driven:

• Concepted, negotiated, produced, and activated the Hisense campaign end-to-end

• Secured Jayson Tatum, Richard Jefferson, and all talent integrations

• Worked closely with NBA League officials on campaign approvals, talent clearances, scripting, and final spot delivery across all media properties

• Led media buying across NBA broadcast channels to ensure maximum visibility during the season’s biggest moments

Athlete-Driven turned Hisense’s NBA League rights into a multi-year, culturally relevant partnership that delivered national awareness and authentic fan engagement.