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The GT Cut is a  low-profile basketball shoe designed to make quick movements on court, and look good while doing it. The campaign that launched it needed to bring the benefits to life in a tangible way.

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To launch the GT Cut 2, we spotlighted two of the most agile players in the game - Sabrina Ionesco and Devin Booker, creating a campaign that showed off their unique style of play while highlighting the innovative technology in the shoe.


Our campaign wrapper, Make the Cut, featured a messaging hierarchy and creative direction that leaned into the idea of speed, repetition, and limitless possibilities. Everything from our social copy to the content we captured with the athletes on set brought that idea to life. 

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