Issue link: https://viewer.e-digitaledition.com/i/1148140
16 Team Insight ~ July/August 2019 T here are birthday celebrations and then there are historic birthday celebrations. Spalding spared no expense in celebrating the 125th Anniversary of the most important piece of equipment in basketball — the ball. Besides developing the first baseball, a tip of the hat to founder Albert Goodwill Spalding, who pitched for the Red Sox, Spalding intro- duced the first basketball back in 1894. What started with a peach basket and soccer ball soon needed something better. Dr. James Naismith, the creator of basketball, asked A.G. Spalding to develop the world's first basketball. To mark the occasion, Spalding pulled out all the stops, starting with its "Honor the Game" digital campaign in December 2016 that embraced the sport's official start in December 1891. But Spalding wasn't done. It tipped off another campaign to commemorate the first real basketball. Along with its ad agency, it created a limited- edition, commemorative basketball to give to celebrity influencers, brand ambassadors and purveyors of the game alike. Of course, 125 balls – one for each year the ball has been used – were sent to key targets. The basketballs were specially made to mark the occasion. A logo conveyed the game's simplicity, along with a monogram pattern that reflected the game's heritage story over the previous 125 years. A matte-black custom monogrammed box doubled as a display case, along with a letter, penned to the game of basketball. These influencers and brand ambassadors provided traction, posting images of the ball to their social channels. Star players and key sports figures from Kevin Hart to Colin Cowherd to Kobe Bryant spread the word, with more than 1.2 million social media impressions. Spalding didn't forget the fans, either. On May 30 just as the 2019 NBA Finals started, the company offered a limited-edition 125th anniversary basketball. The rock served as a tribute to the original model designed and produced by A.G. For a cool price of $249.99, lucky fans could buy the 1894 ball that included a premium Horween leather cover with panels that stitched together, a "No. M" stamp to signify Match Play ball and an A.G. Spalding and Bros. stamped logo. The special ball was offered first to Spalding MVP members immediately after the Raptors and Warriors tipped off on May 30. The general public was able to purchase the commemora- tive ball a half hour later. Yes, despite the price tag, all 125 balls now adorn many a basketball fan's man cave. Just don't ask the fan to give it a try on the driveway or playground. n SPALDING HONORS THE 125TH BIRTHDAY OF THE BALL TEAM BASKETBALL