Alexa Lopez
Alexa Lopez

Built from concrete
April 2019

POWERADE approached us with a mission to champion and inspire the youth, emphasizing their untapped potential. In "Built From Concrete," professional basketball players share stories about their favorite players outside the league. These are individuals they've either played against or witnessed in legendary pickup games, providing much-deserved exposure to these underground athletes.

Built from concrete
April 2019

POWERADE came to us wanting to champion and inspire the youth, ultimately showing them that they have more power than they think.

We decided to bring POWERADE into our athlete empowerment movement to naturally inspire the youth. Leveraging our unprecedented network of athletes - names and faces who are the most influential among young kids - we landed on telling powerful stories that show the youth they are capable of anything.

In this Built From Concrete, professional basketball players discuss their favorite players who aren’t in the league. The people they’ve played against or have watched in a legendary pickup game, giving these underground athletes the exposure they deserve.

Alexa Lopez