Elevating the Game in LA.
Nike Basketball frequently taps The Bench to create experiences that inspire the next generation of athletes and unite the Los Angeles basketball community. One of the most impactful was LA Don’t Play, an initiative designed to help Angelino high school athletes elevate their game both on and off the court.
We managed every aspect of the flagship summer basketball program—from venue selection and communications to custom seeding and transformative athlete experiences. To help young athletes develop a winning mindset, we facilitated mindfulness training with George Mumford, Kobe Bryant’s renowned mindfulness coach. We also integrated athletes into the Mamba League Invitational and connected them with elite-level strength training and coaching resources. The result was a holistic athlete experience where performance, mentorship, and inspiration all came into play.
For LA’s biggest women’s basketball rivalry, USC vs. UCLA, we helped Nike build the hype by creating a carnival-style rally at USC featuring games and giveaways. In addition to producing the on-campus event, we also directed a content shoot with the iconic Hoop Bus and facilitated a tour of USC all-star JuJu Watkins’ favorite spots around LA with local youth.
Together, these initiatives tell a bigger story: one that’s about helping Nike invest in the Los Angeles basketball community from every angle.
