Making Cash App the (un)official hype brand of the WNBA
This year, all eyes were on the W. With record attendance and ratings, unmatched fandom and a surge of investment, Cash App (like many brands) was trying to find their way in. We developed a distinct and ownable brand platform that positioned Cash App as a value-add to the women’s basketball culture—without adding to the clutter.
Our work has already unlocked a lot for the brand…
New ways to leverage their partnership with Angel Reese (Chicago Sky).
In October, Cash App debuted the “Angel Machine” at Chicago’s Fulton Market, an interactive game that let fans play for the chance to win several of Reese’s items, like her jersey, sneakers, and iconic crown from March Madness. A few days later, Cash App rolled out Reese-inspired debit cards and offered its cardholders discounts on Reese merch from her website.
Cash App is also partnering with the Angel C. Reese Foundation to renovate a basketball court in Baton Rouge. The new court will open with a block party in December.
Exciting partnerships and an exclusive merch drop with Playa Society
The brand released a limited edition Playa Society x @CashApp drop on Small Business Saturday (11/30). Dawn Stanley and the entire South Carolina staff wore the hoodie for their game-day fit two days before the drop. The entire Pay Some Respect to Women’s Sports collection is available on playasociety.com.
How We Got There
Finding a way into the W at a time when the hardwood was already incredibly crowded wasn’t easy. Up to now, many big brands entering the space were coming across as bandwagon or boring—and this league and it’s fans are anything but boring.
Our strategic platform hinged on what fans truly needed. And they weren’t in need of disruption. They needed brands to amplify the culture and community they had already built. Connection is the impetus of the culture that exists, and many fans’ favorite part of being a fan. But the reality is disconnection is the driving force of many fan and league pain points—from too few shared experiences, to difficulty finding games, to lack of content. Our platform unlock was simple: connection through culture.
To be additive, it’s not about change for change sake. It’s about elevating the fan experience and changing the game for the better. About solving tangible pain points for the W, athletes and fans with ideas no one sees coming.
A Few Recent Activations
Playa Society and Cash App teamed up to bring you the “Pay Some Respect To Women’s Sports” collection. Blending Playa Society’s bold streetwear aesthetic and Cash App's vibrant brand palette, this drop calls attention to the importance of representation and empowerment in women's sports while also elevating visibility of women athletes’ legacy, hustle, past, present and future.
With this collection, Cash App is standing true on its commitment to provide more access to women's sports. For a limited time, Cash App Card holders will get 20% off Playa Society merchandise.* Apply the offer in the app.
Cash App partnered with Flagrant Magazine and The Sports Bra to host an epic watch party in New York during the 2024 WNBA playoffs.
Cash App’s “Angel Machine” pop up in Chicago’s Fulton Market District
Check back soon for the latest activations driven by the strategic platform we built.