Hello

Street courts have always been the heart of basketball culture. But for decades, they’ve sent an unspoken message ‘this space isn’t for you’. Even as women’s basketball dominates headlines, fills arenas, and sparks record-breaking viewership, the public parks haven’t kept up.

Most don’t even have a 3-point line, let alone one drawn for the women’s game. So while young girls watch the W on TV, dreaming big, they step onto a blacktop that tells a different story. No line. No signal they belong.

The culture was changing. The infrastructure wasn’t. That disconnect was the problem.

We partnered with local parks, city councils, rec department, filed petitions. Showed up at meetings. Convincing everyone that this line matters.

First we dropped teaser that hints of what’s about to hit the parks soon.

WNBA content creator, current stars and former stars teased on their socials.

Then on launch day, we dropped a short doc directed by Iris Kim rooted in the voices and real stories of the courts and the cities they live in.

It lives on the Line ’Em Up site, featuring park legends, WNBA icons, the arc’s meaning, and a locator tool for fans and parks to find painted courts  

Press picked it up. NBC, Campaign, BET, AmNewYork…etc covered the story. Parks and councils reached out. Other brands signed on.