• Loading stock data...
Sunday, July 14, 2024

Why the Jay Bilas Skills Camp Chose to Rebrand

*Centerfold is a Proud Partner of FOS

Every summer in the Queen City of Charlotte, N.C., ESPN’s Jay Bilas holds a basketball camp. The camp is dubbed the Jay Bilas Skills Camp, and its premise is stressing the importance of dedication and the fundamental basketball skill development.

Centerfold Agency of Charlotte was put to the task of the camp’s rebrand, which included a new logo design, color upgrades, social media posts and various other deliverables. The rebranding relationship, however, started with a conversation with camp host Queens University of Charlotte.

“Working with Queens and seeing their facilities during the camp allowed us to have an organic conversation around branded environment opportunities,” said Tim Rebich, principal, Centerfold Agency. “We talked a lot about the balance of the student-athlete, and how that serves the overall brand purpose of their athletic programs and the university as a whole.”

It took three years for the camp to establish its true identity after tweaking with things and a solid growth pattern. Centerfold helped them along the way and delivered the branding.

“We knew we had figured out a model for the camp that had staying power and we wanted to connect it to a brand identity that had staying power as well,” said John Searby, camp director, Jay Bilas Skills Camp.

The camp acquired a new sponsor from Under Armour. Searby was sure Under Armour had staying power for the brand. Centerfold also recognizes Under Armour’s commitment to the camp.

“The [Under Armour] partnership has added a lot of momentum and energy to the camp, so we want to make sure we keep that going,” said Rebich.

“The addition of Under Armour as a partner put the pressure on us to step up our game from a branding standpoint to keep in step with the progressive nature of their brand,” said Searby. He believes Centerfold helped the camp find the balance between being cutting edge and embracing its core values.

The camp prides itself on being one that teaches the necessary skills to make them a better individual and teammate. Searby says the main focus is learning, and believe that’s not something the high school players get much of anymore. This, he believes, is what separates the Jay Bilas Skills Camp from other basketball camps.

“Basketball games have become the central focus of both high school and summer basketball,” said Searby. “The amount of time for the fundamental teaching of the game with no ulterior motives has suffered. They aren’t there to perform, they are there to learn.”

The design for the logos. (Image via Centerfoldagency.com)

The college atmosphere with amenities gives the athletes a chance to foreshadow upon what playing at the higher level is like.

NCAA rules prohibit the camp from being held at a D-I campus, so it’s held at D-II Queens University. Searby believes the facilities are perfect for the camp, with three full courts, two locker rooms, and a luxurious dining-facility.

For 2018, three big changes are being made to further learning experiences.

Their Coaches Development Program is expanding to enable each camp team a collegiate head coach and three assistants. This lowers the camper-to-coach ratio to 3–1, for greater learning opportunities.

Want more content like this? Subscribe to our daily newsletter!

Under Armour is ramping up their camper package as the two brands enter the second year, and the camp is focusing more on a parent development track.

“We’ve really put a lot of thought into the program in an effort to try to educate parents,” said Searby. Not only will they know about how to help their sons grow on the court, but off the court as well in ways that will make them better college players.”

Consistency is an important deliverable for any brand or camp, and Searby knows they must stay fresh — especially with newcomers every year.

“I think the number one thing the Jay Bilas Skills Camp learned was to think long-term in your brand development,” said Searby. “We have a vision about the development of the brand that will allow us to stay consistent with newcomers and parents.”

*Centerfold is a Proud Partner of FOS

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Jan 7, 2024; Nashville, Tennessee, USA; Jacksonville Jaguars wide receiver Calvin Ridley (0) reacts after scoring a touchdown against the Tennessee Titans during the first half at Nissan Stadium.

Without Hard-Line Bans, Pro Athletes and Personnel Will Keep Betting on Sports

Penalties often aren’t stringent or consistent enough to deter banned behavior.
Oct 2, 2021; Miami Gardens, FL, USA; NFL commissioner Roger Goddell speaks during the Don Shula Celebration of Life at Hard Rock Stadium.

The NFL Is Confident It Can Overturn the Sunday Ticket Verdict

The league may have good reason to believe it can win.
Apr 12, 2024; Sacramento, California, USA; Phoenix Suns guard Grayson Allen (8) and guard Devin Booker (1) and guard Bradley Beal (3) and forward Royce O'Neale (00) and forward Kevin Durant (35) huddle up before the final seconds of the fourth quarter at Golden 1 Center.

The Suns Have Entered the NBA’s Uncharted, Punitive Territory

The NBA’s first $400 million team between payroll and projected luxury tax.
podcast thumbnail mobile
Front Office Sports Today

Warner Bros. Discovery Faces Final Decision on NBA Rights

0:00

Featured Today

NFLPA Report Cards Have Become the ‘Talk of the Locker Room’ Across..

NFLPA report cards have become the ‘talk of the locker room.’
July 7, 2024

The New College Sports Insiders Are Graphic Designers

Joe Tipton and Hayes Fawcett have become premier news-breakers on social media.
Oct 27, 2023; Sacramento, California, USA; A general of the Sacramento Kings logo on the court before the game against the Golden State Warriors at Golden 1 Center.
July 6, 2024

How Sports Went From Private Equity Punchline to Coveted Asset Class

Once an industry punchline, sports are now a coveted asset class.
July 2, 2024

Willie Mays’s Humility Was Key to His Genius

Mays took heat from all sides, and handled it his own way.

Everything To Know About the Jaylen Brown–Nike-Olympic Beef

It starts, as it often does, with a carefully parsed emoji.
June 26, 2024

Hot Dog PR Mavens Claim Joey Chestnut Beef Is All Real

The Shea brothers insist the Chestnut drama is genuine.
July 9, 2024

Arch Manning Will Be in EA’s ‘College Football 25’ After All

The NCAA’s most famous backup had previously opted out.
Sponsored

TopSpin 2K25 Brings the Legends of Tennis to Your Living Room

2K sports is reviving a classic with TopSpin 2K25.
June 13, 2024

Everything You Need to Know About the Schism Rocking Competitive Eating

The business story about hot dogs that you never knew you needed.
June 12, 2024

Fanatics Dives Into Ultra-Niche With G League Trading Cards

The company will take over the NBA license in 2025.
May 21, 2024

Lawsuit: Florida Football Coaches Made False NIL Promises

The quarterback says UF backed out of a $13.85 million NIL agreement.
May 8, 2024

Candace Parker Joins Shaq, Iverson in Court-to-Sneaker Boardroom Pipeline

Parker was named president of Adidas women’s basketball Wednesday.