Job Description

The Director, Basketball Brand leads the strategy, development, and execution of basketball-focused brand initiatives that drive cultural relevance, customer engagement, and business growth. This role is responsible for building impactful programs, partnerships, and experiences that strengthen the brand’s connection to basketball culture and local communities while delivering measurable commercial results. The ideal candidate brings deep knowledge of basketball, sneaker, and street culture, along with strong leadership, strategic thinking, and cross-functional collaboration skills.

Responsibilities

Brand & Business Leadership

• Lead the overall basketball brand strategy, developing integrated programs that drive brand distinction, customer engagement, and commercial impact
• Balance long-term brand building with near-term business objectives, including traffic, sales, and loyalty growth
• Develop national campaigns and localized activations that authentically connect with basketball communities
• Partner closely with external brand partners, leagues, teams, and athletes to create differentiated brand moments and experiences
• Lead key basketball partnerships, sponsorships, and related brand initiatives

Program Development & Execution

• Develop clear, strategic creative briefs that align business goals, consumer insights, and cultural relevance
• Create immersive basketball storytelling and in-store experiences that bring product, culture, and community together
• Lead basketball launches, collaborations, campaigns, and events from concept through execution
• Ensure consistency in brand voice, storytelling, and execution across all customer touchpoints
• Define and monitor KPIs related to brand engagement, traffic, community impact, and sales performance

Community & Cultural Connectivity

• Build authentic relationships across basketball culture, including athletes, creators, grassroots organizations, leagues, and community partners
• Ensure programs are rooted in real consumer insights and meaningful community engagement
• Identify emerging trends and opportunities across basketball, sneaker, and youth culture to inform brand strategy

Leadership & Cross-Functional Collaboration

• Lead and develop high-performing teams and agency partners
• Drive alignment across Marketing, Merchandising, Retail, Creative, Partnerships, and Community teams
• Foster a culture of collaboration, innovation, and executional excellence

Qualifications

Required

• 10+ years of experience in brand marketing, cultural marketing, partnerships, or consumer engagement
• 5+ years of leadership experience managing teams and cross-functional initiatives
• Proven success building programs that connect culture, community, and commercial performance
• Deep understanding of basketball, sneaker, street, and youth culture
• Strong strategic thinking, storytelling, and communication skills
• Experience leading integrated campaigns, partnerships, and experiential activations
• Ability to manage multiple high-profile initiatives in a fast-paced environment

Preferred

• Experience working with sports partnerships, athletes, leagues, or entertainment properties
• Experience within retail, fashion, footwear, sportswear, or consumer lifestyle brands
• Experience leading community-based or culturally driven marketing initiatives