Aspire Team Identity

  • Fundamentals
  • Live

Shaping the future of a basketball talent programme, co-created with players aged 11-15

OVERVIEW

The Aspire programme provides quality coaching for young players, reinforcing Basketball England’s Player Development Framework. The programme underwent a reset with a new model, now utilising UK Super Regions and being delivered primarily through camp-based activity.

CHALLENGE

To increase engagement of young players who are part of Aspire for them to represent each UK Super Region team – North, South, Central, London – and to motivate participation of future generations, creating a wider legacy.

WHAT WE DID

Co-creating the project with the players themselves, we used ‘identity’ as the key theme throughout and the platform of team kits to increase engagement and Super Region representation.

We first designed a digital mobile resource for the young people to start generating ideas and then ran remote design workshops helping further develop ideas. Young people during the workshops also developed teamwork, presentation and concept development skills.

They then provided direct feedback during the design development process that followed, collectively deciding on the final direction produced.

We also helped drive organisational change for Basketball England, connecting them with players directly – the first time any collaboration with an audience group for the NGB has taken place.

IN PARTNERSHIP WITH

IN PARTNERSHIP WITH IN PARTNERSHIP WITH

Impact

2,500x 11-15 year old players

engaged with the digital resource and workshops, UK-wide

Project launched at a special All-Star weekend

streamed live on YouTube

Increased confidence for Basketball England

with youth co-creation processes

Future merchandise opportunities created

for Basketball England’s online store

Aspire Team Identity
Aspire Team Identity

“It was an honour to be part of this project. I want new and younger players to now wear their team kit with pride, just like I have.”

Olivia, 17, North West Aspire player

Not only did this young player’s quote become emblazoned on all Aspire kits to connect them, but the emblem was used by Basketball England as an internal rallying cry amongst all their talent levels, from beginner to elite.

Not only did this young player’s quote become emblazoned on all Aspire kits to connect them, but the emblem was used by Basketball England as an internal rallying cry amongst all their talent levels, from beginner to elite.

Stakeholder testimonial 😌

It was important that each Super Region was inspiring and represented our young athletes.

The project has helped us connect with our players, giving them the opportunity to shape the future of Aspire, whilst creating mementos for their peers to enjoy long after their time on the programme. It will help motivate future generations of basketball players to strive to represent their regions.

Meehra Gorasia
Meehra Gorasia

3x3 Development Manager, Basketball England

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