Earlier this week, W|W founder Cody Damon sat-in on a session at the Hashtag Sports conference about the Every Court Has a Story campaign, a community basketball court revitalization project backed by JDS Sports, Local Hoops, Project Backboard, Play with Purpose, and Victory Creative Group.
The insight behind the initiative is powerful. Neighborhood basketball courts are more than just places for an occasional pickup game — they’re canvasses for conversations, connection, and belonging. They’re were kids play and parents know. But keeping these spaces safe and well-maintained isn’t always on the top of a city’s priority list.
Enter Every Court Has a Story.
Image source: Every Court Has a Story
Now in its third year, the campaign-slash-contest encourages communities from all over the country to “nominate a basketball court that holds a special place in your heart but needs much-deserved attention and care,” with the winning submission receiving a full refurbishment — including an incredible display of local pride and energy through a custom-painted full-court mural.
Right now, only one court a year is able to win this kind of superstar makeover. (We imagine it’s a pretty expensive project to take on.) But what if…
What if a big name brand, like Sherwin Williams (they’re in the paint, y’all) were to join-in on the effort, and help make more revitalizations possible while also boosting their social impact visibility?
What if more courts were able to reclaim their roles as focal points for community and belonging — physical spaces where neighbors come together for a run on a hot summer day, or gather at the Saturday morning farmers market? We’re in for all of it.
Image generated by AI
The Home Depot would be another fantastic fit, with their existing connection to the sports industry through Arthur Blank’s ownership of the Atlanta Falcons and United, and one of their core audiences being DIY remodelers.
Specialty muralist brands, like Novocolor or Montana Colors, would also be a great fit for sparking a dialogue around the different forms of self-expression made possible through neighborhood hoops.
Or what about Moolah Kicks, a brightly-colored basketball sneaker line made by and for women athletes? Brands like these have their own stories to tell, too, and bringing them together with Every Court has a Story would be a major opportunity for everyone to shine.
Beyond the remodels themselves, we’d love to see Slam Magazine, also owned by JDS Sports (one of the project’s funders), launch a content series with feature stories on the most compelling submissions, as well as the winner — bringing more awareness to the campaign and to the local communities involved, while also driving readership and engagement. (Picture it: short docu-style videos, BTS photo essays, social content and online articles from local players’ POVs, even cover art by the muralists who paint the actual courts…)
We’d be stoked to see an initiative like this, that’s already Leveling-Up critical community spaces, get corporate support to create even more widespread impact. And of course, we’d be extra-stoked for WIN | WIN to help make it happen.
