Building RKL Fandom
Building RKL Fandom
A key part of building the RKL brand was making sure it felt bigger than the game. It had to be an IP rooted in real sports culture, a brand people could believe in and proudly rep. To make that connection real, we partnered up with Gatorade, Under Armour, SLAM Magazine, and NBA / WNBA athletes like Steph Curry, Paul George, Kayla McBride, and Tyrese Haliburton. RKL also took part in the All-Star Weekend 2025 in San Francisco.
At the same time, we opened up our IP to the community, turning fans into creators. They launched toy lines, podcasts, AR filters, fashion lines, children’s books, comics, animated series, and more. The brand became a living, breathing universe shaped by fans.
A key part of building the RKL brand was making sure it felt bigger than the game. It had to be an IP rooted in real sports culture, a brand people could believe in and proudly rep. To make that connection real, we partnered up with Gatorade, Under Armour, SLAM Magazine, and NBA / WNBA athletes like Steph Curry, Paul George, Kayla McBride, and Tyrese Haliburton. RKL also took part in the All-Star Weekend 2025 in San Francisco.
At the same time, we opened up our IP to the community, turning fans into creators. They launched toy lines, podcasts, AR filters, fashion lines, children’s books, comics, animated series, and more. The brand became a living, breathing universe shaped by fans.
RKL x Stance
RKL teamed up with Stance and NBA star Paul George to launch a limited-edition sock drop that existed in both the digital and physical worlds.
We produced a campaign film featuring Paul George, inviting players to claim their in-game RKL x Stance socks and purchase their IRL twin .
The physical product came as a Collector’s Edition box containing three exclusive pairs of socks, each inspired by rare Kong furs and one of PG’s personal Kongs. The collaboration blended fashion, basketball, and innovation, reinforcing RKL’s identity as a brand that lives beyond the screen.
RKL x Gatorade
RKL partnered with Gatorade to create a deep, narrative-driven collaboration that brought their brand into RKL’s universe through a gamified animated mini-series.
As players dove into each of the three episodes and solved puzzles, they earned coins to use on a futuristic Gatorade Vending Machine, unlocking multiple limited-edition in-game Gatorade cosmetics.
RKL x Stance
RKL x Stance
RKL teamed up with Stance and NBA star Paul George to launch a limited-edition sock drop that existed in both the digital and physical worlds.
We produced a campaign film featuring Paul George, inviting players to claim their in-game RKL x Stance socks and purchase their IRL twin .
The physical product came as a Collector’s Edition box containing three exclusive pairs of socks, each inspired by rare Kong furs and one of PG’s personal Kongs. The collaboration blended fashion, basketball, and innovation, reinforcing RKL’s identity as a brand that lives beyond the screen.
RKL teamed up with Stance and NBA star Paul George to launch a limited-edition sock drop that existed in both the digital and physical worlds.
We produced a campaign film featuring Paul George, inviting players to claim their in-game RKL x Stance socks and purchase their IRL twin .
The physical product came as a Collector’s Edition box containing three exclusive pairs of socks, each inspired by rare Kong furs and one of PG’s personal Kongs. The collaboration blended fashion, basketball, and innovation, reinforcing RKL’s identity as a brand that lives beyond the screen.
RKL x NBA All-Star Weekend 2025
RKL stepped onto the biggest basketball stage of the year with the Battle of the Brands tournament at NBA All-Star Weekend 2025 in San Francisco.
Powered by Gatorade and HoopBus, the event brought together some of the most iconic names in basketball, including LIDS, SLAM, Dope Era, and Veniceball.
We strengthened RKL's positioning in grassroots basketball culture with a squad made of community members competing against the most influential brands in the space.
RKL x Gatorade
RKL x Gatorade
RKL partnered with Gatorade to create a deep, narrative-driven collaboration that brought their brand into RKL’s universe through a gamified animated mini-series.
As players dove into each of the three episodes and solved puzzles, they earned coins to use on a futuristic Gatorade Vending Machine, unlocking multiple limited-edition in-game Gatorade cosmetics.
RKL partnered with Gatorade to create a deep, narrative-driven collaboration that brought their brand into RKL’s universe through a gamified animated mini-series.
As players dove into each of the three episodes and solved puzzles, they earned coins to use on a futuristic Gatorade Vending Machine, unlocking multiple limited-edition in-game Gatorade cosmetics.
2.9 M+ Total Reach
2.9 M+ Total Reach
2.9 M+ Total Reach
Broke Gatorade's record engagement on Twitter
Broke Gatorade's record engagement on Twitter
Broke Gatorade's record engagement on Twitter
150K+ Unique Users
150K+ Unique Users
150K+ Unique Users
3min 40s Av. Session Engagement
3min 40s Av. Session Engagement
3min 40s Av. Session Engagement
307K+ Wearables Minted
307K+ Wearables Minted
307K+ Wearables Minted
User Generated Content
UGC played a key role in our growth strategy. We used community-driven content to spark conversations, build visibility, and keep the hype alive.
Members engaged in contests and created game content, fan art, videos, podcasts, comic books, toys, spicy sauces, and even revamped a local court in the Philippines.
Recognition gave creators a kickstart to participate, and as the program evolved, creators began posting organically, building their own brands and channels by tapping into RKL’s highly engaged community.
RKL x NBA All-Star Weekend 2025
RKL x NBA All-Star Weekend 2025
RKL stepped onto the biggest basketball stage of the year with the Battle of the Brands tournament at NBA All-Star Weekend 2025 in San Francisco.
Powered by Gatorade and HoopBus, the event brought together some of the most iconic names in basketball, including LIDS, SLAM, Dope Era, and Veniceball.
We strengthened RKL's positioning in grassroots basketball culture with a squad made of community members competing against the most influential brands in the space.
RKL stepped onto the biggest basketball stage of the year with the Battle of the Brands tournament at NBA All-Star Weekend 2025 in San Francisco.
Powered by Gatorade and HoopBus, the event brought together some of the most iconic names in basketball, including LIDS, SLAM, Dope Era, and Veniceball.
We strengthened RKL's positioning in grassroots basketball culture with a squad made of community members competing against the most influential brands in the space.
User Generated Content
User Generated Content
UGC played a key role in our growth strategy. We used community-driven content to spark conversations, build visibility, and keep the hype alive.
Members engaged in contests and created game content, fan art, videos, podcasts, comic books, toys, spicy sauces, and even revamped a local court in the Philippines.
Recognition gave creators a kickstart to participate, and as the program evolved, creators began posting organically, building their own brands and channels by tapping into RKL’s highly engaged community.
UGC played a key role in our growth strategy. We used community-driven content to spark conversations, build visibility, and keep the hype alive.
Members engaged in contests and created game content, fan art, videos, podcasts, comic books, toys, spicy sauces, and even revamped a local court in the Philippines.
Recognition gave creators a kickstart to participate, and as the program evolved, creators began posting organically, building their own brands and channels by tapping into RKL’s highly engaged community.
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