Brand Lab

Brand Lab

Our Brand Lab is where we develop our own IP, ideas, and concepts. From brand identity and brand development to product design and go-to-market plans to web development and social strategy, we launch, grow, and creatively manage new brands, products, and services.

Go Hoop Day

On June 23, 2018, we launched Go Hoop Day, a global holiday dedicated to celebrating the game of basketball. Despite conquering the world and transcending culture, the game has always lacked the one globally unifying & celebratory moment it deserves. With the goal of driving as many people as possible to play the game together on one single day, we activated a grassroots network of 50+ organizations across the world. We created a holiday that enabled brands, fans, and professional NBA and WNBA players to rally around and celebrate the game. From Co-Founder Chris Paul to Jordan Brand and Spalding to local organizations across the US, the impact of GHD created moments large and small that unified the basketball community, resulting in thousands of people participating on 6.23 and over 100MM impressions across social.


Under the belief that basketball was born in Springfield, but raised in New York, Raised launched as an art gallery celebrating New York City's impact on the game of basketball in 2015. Taking place at the hallowed West 4th Street court, the one-of-a-kind, open air exhibit featured the work of artists exploring NY basketball. In 2017, Raised developed into a premium lifestyle brand - exclusive to Foot Locker - dedicated to celebrating the iconic people, locations, artifacts, and stories that have shaped the culture of the game we know today. Along with building product and experiences dedicated to the sport, Raised gives back by providing financial support for grassroots initiatives that fuel and sustain the game's legacy.

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Collection I Lookbook



Collection II Lifestyle Lookbook


Collection III Lookbook


Collection IV Lookbook

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Collection II Lookbook

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Collection III Lookbok