Tag Archives: sports

NBA Store is Sensory-Inclusive

When we think about NBA basketball games, or virtually anything that is sports-related, loud noises and bright lights immediately hit us – right between the eyes and ears. The excitement and crowds are definitely part of the atmosphere and usually helps get energy levels up. But that level of noise and light isn’t always a good thing. If someone is prone to overstimulation due to autism, PTSD, dementia or other sensory-processing disorders, overstimulation could cause a meltdown and panic or anxiety attack. It’s not just sports games; even crowded stores can bring on panic attacks. This was the concern driving the design of the newly opened NBA store in New York City.

In order to be more inclusive and assist those sensory sensitive fans, the NBA’s flagship store in New York City has become the first sensory-inclusive retail store in the world. To do this, the NBA partnered with KultureCity, a nonprofit that works to help make public spaces become more sensory-inclusive. The new NBA store offers bags containing fidget spinners, weighted lap pads, and noise-cancelling headphones to those individuals who may need them. In addition, the NBA store staff is trained to better understand, interact with, and identify visitors who may need assistance during shopping.

The NBA’s initiatives go beyond the store. There are now 14 NBA arenas equipped for the fans who need additional attention to deal with sensory needs. Four of the arenas have dedicated quiet sensory rooms to help fans. The objective of the programs is to enable the NBA to be fully inclusive and accessible to all.

Inclusion – it’s a good move on the court, and in the store.

Group Activities and Discussion Questions:

  1. Poll students: Do they know someone who has sensory challenges and needs?
  2. Show a video highlighting the new store: https://youtu.be/zchmSWP1630
  3. Show a video about how one arena helps sensory challenged guests: https://youtu.be/3QRQKhGz6_4
  4. Also show the KultureCity Web site: https://www.kulturecity.org/
  5. Are there other venues or locations that could benefit from this approach?
  6. How should the NBA market this initiative?

Source:  Martin, B. (2 April, 2018). NBA store in New York becomes world’s first sensory-inclusive retail store. NBA.com.

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World’s Safest Bike – By Toyota

Consumers expect cars to become safer every year. But what about bicycles? Shouldn’t those become safer as well? After all, bikes are more common than cars, and riders are a lot more vulnerable to accidents. An estimated 45,000 bikes are involved in accidents each year, and more than 1,000 bike riders die every year from these accidents. (While this is a not as many as the more than 37,000 people who are killed in automobile accidents each year, it is an alarming number that deserves attention of all bike riders and corporations.)

Toyota shares the concerns of bike riders and is using the new safety features from the Toyota Camry to help provide riders with safer cycles. In a partnership New York-based Priority Bicycles, Toyota helped to create a prototype bike that includes sensors to detect objects and alert riders to danger through a multi-colored light panel. Using more than 500 feet of cables, along with Lidar sensors connected to a display on the handlebars, the bike alerts the rider to activity in front, behind, or to the side of the bike. When a dangerous situation occurs, the lights turn red; yellow is cautious; green is safe. The headlight on the bike also automatically moves up and down as the bike pace changes, increasing visibility farther out as speed increases.

The best part – a button on the bike blasts out the sound of a Camry car horn to announce its presence!

Group Activities and Discussion Questions:

  1. Poll students: How many ride bikes routinely? Who has been injured by a car while riding their bike?
  2. Show a video of the bike: https://youtu.be/TQ-0zoSmyMs
  3. Priority Bikes’ Web site: https://www.prioritybicycles.com/
  4. Discuss the various promotional tactics that can be used for launching a product.
  5. Have students come up with tactics and list all the tactics on the white board (ex: billboards, print, direct mail, etc.).
  6. Divide students into groups to work on this exercise.
  7. Have each develop an innovative tactic that could be used to promote car safety features.

Source:  Beltrone, G. (5 April, 2018). How to promote Toyota Camry’s new safety features? Build the world’s safest bike. Ad Week.

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Outdoor Ads and Serena Williams

Serena Williams is one of the world’s greatest tennis players of all time. And, as a new mother, her husband and baby girl have proclaimed that she is also the “greatest momma of all time!” (G.M.O.A.T) They made the announcement in a very public way, too – giant billboards!

Using a series of four billboards outside Palm Springs, Calif., the billboards coincided with William’s return to competitive tennis as she competes in her first professional match since giving birth. While the billboards were charming and included photos of baby Olympia, the billboards also lend weight to one of Alexis Ohanian’s (William’s husband) business holdings. Ohanian used an outdoor advertising company named AdQuick to design and place the ads; he has a financial stake in the company.

It’s a lovely, and clever, play as AdQuick brings online tools to outdoor advertising to make the process of buying and measuring easier and more transparent. The company aims to solve two problems with outdoor advertising – getting billboards designed is usually a slow, low-tech process and it can be difficult to measure the impact of billboard campaigns.

Group Activities and Discussion Questions:

  1. Discuss the various promotional tactics that can be used for launching a product.
  2. Have students come up with tactics and list all the tactics on the white board (ex: billboards, print, direct mail, etc.).
  3. Discuss the use of billboards and other outdoor advertising.
  4. Divide students into groups to work on this exercise.
  5. For a product of their choosing, have each team develop a creative billboard. Make sure they define the target market, key message, and billboard location.
  6. Note: Look up creative billboards online and show several in class to spark ideas. Many ideas can be found by doing a Google image search for “creative billboards.”

Source:  Nudd, T. (27 February, 2018). Those cute ads with Serena Williams and her baby are also ads for the billboard company. Ad Week.

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