Strength in numbers

Coined by Steve Kerr in 2015, Strength in Numbers is more than just a rallying cry for the players on the court. From the thousands of die-hard fans around The Bay, to the millions of fans around around the world, the phrase is meant to emphasize just how important every single person is to the success of the franchise.

So for the 2018 playoffs, we created a campaign that truly embodied the meaning behind it, featuring and celebrating fans right alongside the players.

We created a background pattern made up of actual fan names to feature in every piece: from post-season t-shirts to billboards that covered Oracle Arena. We even featured fans prominently in the hype video shown before the game.

We also emphasized the ability of fans to place themselves into the campaign. Decals around the stadium were designed specifically to incorporate fans into them.