We Put Gum In The GOAT Debate
Every day, basketball fans debate who is the greatest player of all time.
The GOAT.
So to refresh Juicy Fruit’s NBA partnership,
We found our own way into the conversation with a new NBA mascot.
Juicy the Goat.
Because Juicy Fruit is the GOAT of gum—Greatest Of All Taste.
But you can’t be taken seriously in the GOAT debate without a signature shoe.
So we created one.
Shoe unboxings. On-court photo ops.
All launched during NBA All‑Star week in Charlotte, North Carolina—MJ’s home court.
Successfully cementing our place in basketball’s GOAT debate.
Results
9.4M
impressions first week
300%
increase average industry engagement rate
97%
positive sentiment on Instagram
16%
sales increase