Much like NMDP’s Get in the Game initiative, which partners with coaches to encourage student-athletes to become part of the national blood stem cell registry, Coaches vs. Cancer takes a similar approach to engaging basketball teams at all levels in raising awareness of, and funding for, cancer research, treatments, and patient support.
Unlike Get in the Game, though, which has a very clear focus and pathway for engagement, Coaches vs. Cancer offers a 40-page playbook with dozens of different ways for coaches, players, and teams to get involved. We love the creativity and recognition that social impact isn’t one-size-fits all. But we also know that more isn’t always better. (Cheesecake Factory menus, anyone?)
So what if…
What if instead of providing a buffet of participation options that might feel overwhelming (and could even discourage folks from getting involved at all), ACS and NABC Leveled-Up their impact by narrowing-down their proposition?
One of the ideas in the Coaches vs. Cancer playbook that stands out the most is Sneakers and Suits Week, when coaches are asked to suit-up in their favorite formalwear and eye-catching kicks to raise awareness for cancer screening and care.
Right now, it’s a smart but somewhat scattered play, especially because ACS gives folks the option of doing it “whenever is right for your school!” But think about how much impact this single vehicle could have with a dedicated spotlight, focused timeframe, and the right amplification.
Of course, we have thoughts…
Fashion and sneaker brands are all over the sports world, so bringing in a brand sponsor at either the ACS and NABC national level, or giving schools / teams the ability to leverage their own official gear partnerships, would add an entirely new level of PR and social media visibility. Plus, brand sponsors would be encouraged to not only rep through product, but also make a financial contribution to ACS.
The recommended Sneakers and Suits week is typically planned for late January or early February, which also happens to be pretty close to NYC Fashion Week. Why not work with runway designers on a special edition Sneakers and Suits show, and honor coaches who are dedicated to community impact by inviting them to model the fits for the world? With all of the cameras focused on Fashion Week, it’s a shoe-in (pun intended) for driving massive awareness beyond the usual sports realm.
Image generated by AI
NIL for Coaches. Hear us out. Yes, the big-dollar sponsorships are typically created by brands and bestowed upon athletes…but who says nonprofits and coaches can’t also get in on the action? While this idea’s not as explicitly tied to Sneakers and Suits as our others, it could be an incredible foundation for engaging coaches in the effort year-round, bringing in their teams’ brand partners as additional sponsors, and activating everyone involved during key moments to drive even more attention and support.
We think there’s a huge opportunity for ACS and NABC to create a few incredible entry points, rather than dozens of scattered ones, and rally their supporters together in a much more targeted way.
Focused ask, focused impact. That’s a WIN | WIN.
