Red Bull Half Court Sweden 2022

During June, Hoop Dreams and Red Bull organized the street basketball tournament Red Bull Half Court. The tournament is played in 29 countries and has over 20,000 participants, making it one of the largest in the world. But Red Bull Half Court was more than just a great street basketball tournament. It also aimed to create a safe community around the sport and inspire and empower young girls to dare to participate.

Obeya's role in the project was to create reach through PR - which was achieved through both strategic and operational efforts. Various messages and angles were developed, which Obeya then operationally executed in connection with the launch. This led to the tournament being featured, heard, and read about on SVT, P4 Stockholm, Expressen, Borås Tidning, Mitt i Järva, and Kingsize Magazine. We think that's great!

Photo: Adam Klingeteg