Even a small sports-apparel company can make a big impact with strategic-creative advertising. Jones crafted highly targeted print ads for Hoop magazine that broke through the typical hype. Focused on the ideals of the basketball purist, the Hoopaholics campaign invoked a psychology of the game only ‘real’ players would understand. Hoopaholics fashions have become a staple on the backs of inner-city kids who do ‘got game’.
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