Brooklyn Nets
We Go Hard

  • Brand Identity
  • Design
  • Event Marketing
  • Video

The Challenge

While the Nets were able to successfully transition to their new home in Brooklyn, they still had to continue to prove their commitment to the Brooklyn community in a deeper and more meaningful way. The Brooklyn Nets asked Translation to help them take the next step so that Brooklynites would truly feel the Nets were a part of the fabric of Brooklyn.

We Go Hard

Play

Translation created a campaign that united both the team and the community by embodying the attitude and spirit of Brooklyn grit. We took inspiration from Brooklyn’s culture and persona. “We Go Hard” became the team’s promise to embody Brooklyn's finest qualities on and off the court.

Spread Love the Brooklyn Way: Save Biggie

When the iconic mural of Biggie Smalls was at risk of being torn down, Translation understood its importance as an iconic symbol of pride for all of Brooklyn. And to prove their commitment to Brooklyn, the Nets stepped in and fought side-by-side with the community to keep it alive.

Translation helped the Nets save a local landmark, and prove their Brooklyn pride in the process.

The true measure of success: the Biggie mural was saved, and the Nets received a ton of positive PR.

Building Bonds: Practice in the Park

Next, we launched Practice in the Park – the first-ever outdoor NBA team practice. We brought the team out into the community, and kids and adults got to hang out with their heroes, put their pride on display, and became part of an epic Brooklyn team photo.

Nets Guard Sean Kilpatrick gets a warm intro (with fives!) from the community fan tunnel.

A young fan shows off his skills against Nets Forward Rondae Hollis-Jefferson during the Players vs. Fans scrimmage game.

Heralding the Hype: In-Arena Video

Translation cemented the bond between team and community with an introduction film that integrated the players with iconic Brooklyn landmarks. Our message was clear: the Nets are a part of Brooklyn, and represent everything wonderful about the borough.
Play

“No matter where we go. No matter what we do. One thing’s for certain. We Go Hard.”

The Impact

With the visual identity Translation created, the Nets were able to spread our community-based messaging across multiple touchpoints. The influence was evident across their out-of-home campaign, ticket designs, social postings, and other channels.

56,000+

#WeGoHard mentions in first four months of campaign launch

32%

Increase in hashtag mentions to date over '16–'17 season. #WeGoHard is on track to be the most-adopted Nets hashtag on Twitter and Instagram since the team moved to Brooklyn

more
work

NFL —
Inside These Lines

NFL —
Inside These Lines

With Translation’s help, the NFL made a brand statement built on the values of the game and spread a message of unity on football’s biggest stage, Super Bowl LI.

NBA —
From Hype to Heart

NBA —
From Hype to Heart

The NBA is one of the most popular sports leagues in the world, but the league was trying to find a way to deepen the connection that fans want to feel – to both their favorite team and the game itself. That's where Translation came in.

Beats by Dre —
The Shop

Beats by Dre —
The Shop

We helped Beats steal the spotlight by creating “The Shop” – an online series that featured hot takes and uncensored debates between some of today's greatest players and performers.

State Farm —
Chris and Cliff

State Farm —
Chris and Cliff

With the birth of NBA superstar Chris Paul’s alter ego and twin brother Cliff Paul, we transformed the cultural narrative around insurance and the value of an assist.

HBO —
The Defiant Ones

HBO —
The Defiant Ones

HBO tapped Translation to lead the launch of one of their most anticipated documentary films. Through our innovative, integrated approach, we delivered the largest documentary audience in the history of the network.

Apple Music —
Chapters

Apple Music —
Chapters

Translation told a story of how Apple Music makes streaming music more human. And in doing so, we sparked a cultural shift in the way Black women are portrayed in advertising. The response was electric.

Brooklyn Nets —
Hello Brooklyn

Brooklyn Nets —
Hello Brooklyn

Translation tapped into Brooklyn pride to introduce the borough to its new hometown basketball team.

Get in
touch
212.299.5505

New York
10 Jay Street
Brooklyn, NY 11201

San Francisco
2360 3rd Street
San Francisco, CA 91407