Objective: To launch and build Hosana, a new brand of sportswear from the UK with roots in basketball.

Strategy: Highlight Hosana's grass roots and community involvement, especially in the inner city in Britain. Building a relationship with the urban community, especially with young (16-24) Black people, and highlighting broader cultural connections is key to the brand.

Project: We have helped to create many special initiatives and regular events including Pro-am summer league, student basketball and so on; plus special events like beach basketball. We have brought on board both organisational partners (e.g. British University sports association, England Basketball etc) and brand partners (RAF, Sony PlayStation2, Sprite, NASN, The Voice newspaper etc).

Results: Success is measured not just in terms of Hosana's brand awareness and sales increases (though these are both significant) but also in terms of providing positive opportunities for young people, role models they can identify with, and generally boosting local communities, and British sports as a whole. Role models include Luol Deng, who played in Hosana leagues, and is now with the Chicago Bulls of the NBA. The Hosana strapline “From within” sums up both the values and modus operandi of the brand.