Practical Swag: ESPN Marketing’s Victory Goggles Are Spoils For NBA Finals’ Winners
Either the Celtics or Warriors will be able to don this eyewear amid the champagne shower that awaits the next NBA champion; here's how the goggles were developed
ESPN NBA analysts Richard Jefferson and Kendrick Perkins know what it’s like to be a champion. The confetti falls as you celebrate on the court, you head into the locker room, and the full celebration begins as you spray champagne on teammates and coaches.
Although there wasn’t any champagne being sprayed, recently the ESPN NBA Today crew, including former champions Jefferson and Perkins, showcased ESPN’s latest NBA marketing campaign featuring “Victory Goggles” (see video above). The stylish but practical goggles will be present in the winning team’s locker room after the NBA Finals in celebration of the NBA’s 75th anniversary.
Concepted by Arts & Letters Creative Co. months ago, then developed by Matador Project with support from the NBA and livestream shopping platform NTWRK, the goggles are ready for the champagne in the Golden State Warriors or Boston Celtics’ locker room.
ESPN Director of Sports Marketing Lucas Ferraro shares some insight into how the ESPN “victory goggles” went from an idea to inside the championship team locker room, which is a first-ever for ESPN.
Why was it discussed to ultimately get the victory goggles into the locker room versus just developing them as a novelty?
Goggles have always been a staple of the locker room celebration, so our marketing team thought it would be fun to put our twist on this crowning moment. Having the winning team wear them authentically increases the visibility of our brand and work we do as millions watch from home.
What was the marketing team’s main goal for this specific part of the campaign?
We wanted to bring the celebration factor to fans but also to be a part of history and close out this monumental 75th anniversary season in epic fashion.
Can you tell us more about the goggles and why they are so authentic/perfect for a championship celebration?
Our marketing team thought it was time to create a special pair dedicated for this occasion. Our victory goggles fit the premium NBA Finals theme with high-quality goggles featuring the gold trim and lens to really make them stand out. This look is very similar to the thematics of the NBA championship trophy, the Larry O’Brien Trophy.
