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#PlayItForward to back
Black-Owned Businesses

Synopsis

We forged a partnership with DoorDash that tapped into the NBPA’s most food-loving players to strengthen the commitment to support Black-owned restaurants.

The campaign tipped off with the “Food is Life” national TV campaign and the #PlayItForward Challenge, a social media takeover designed to rally fans and get them to show support for their favorite local Black-owned restaurants. The campaign was led by eleven players who amplified the message to their loyal league of over 15M followers.


Challenge

DoorDash wanted to uncover a way that they could meaningfully contribute to local economies while achieving and deepening an authentic brand-fan connection. They wanted to tap influential icons who not only have a genuine love for the DoorDash brand but also have a deep passion for supporting their local communities.

Insight

Players are passionate about feeding support for their local black-owned economies that keep them fueled up for the big game.

A Big Play to Support
Black-Owned Businesses

#PlayItForward

Eleven iconic athletes partnered with DoorDash to empower Black restaurants that use DoorDash’s local delivery service.

The partnership launched with the #PlayItForward campaign. A social media challenge that encouraged participants to use their platforms to highlight and bring awareness to their favorite neighborhood Black-owned restaurants.

DoorDash pledged to donate $1, up to $100,000, to the National Urban League for every order on its platform placed from a Black-owned restaurant until the end of August. Also committing to zero fees for Black-owned restaurants through the end of 2020.

NBPA members featured include Harrison Barnes, Bradley Beal, Shai Gilgeous-Alexander, Aaron Gordon, Jrue Holiday, CJ McCollum, Donovan Mitchell, Ja Morant, Jamal Murray, Victor Oladipo, and Dennis Schröder.

The Team

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Payne Brown

President

Joi Garner

Executive Vice President & General Counsel

Josh Goodstadt

Executive Vice President, Licensing

Dan Gladstone

Senior VP, Grassroots & Business Development

Mark Rejtig

Senior VP, Brand Partnerships

Christina Norman

Head of Content

Brian Lee

Vice President, Brand & Player Engagement

Inky Son

Vice President of Licensing

Latoya Sterling

Vice President, Brand & Player Experiences

Keisha Wright

Vice President, Integrated Marketing

Chris Jean

Senior Director, Grassroots Basketball & Events

Neil Hegde

Director, Player Engagement & Business Development

Oliver Costamagna

Director, International Market Research

John Feuerstein

Senior Manager, Licensing - Games & Digital

Nathaniel Hemingway

Manager of Brand Partnerships

Khadija Campbell

Manager, Integrated Marketing

Troy Bynum

Licensing Manager

Katrina Clayton

Manager, Player Engagement

Ashley Phanor

Licensing Manager

Ayana Hazeley

Coordinator, Player Engagement

Andrew Godnick

Administrative Assistant

Genesis Valle

Administrative Assistant