‘Putting an NBA talent at center court’
NBA Athlete PR Case Study
How we helped one of today’s most dynamic NBA players build out his personal brand.
THE CONTEXT
As one of the NBA’s most electrifying young players, Rob Dillingham of the Minnesota Timberwolves has quickly become a fan favorite both on and off the court. Beyond his game, Rob wanted to use his platform to make a real impact in the community. Partnering with Invincikids and Cyber Athletix, he helped launch the Anchor Points Initiative, a program designed to promote youth mental wellness through virtual reality experiences at the YMCA. To bring this story to life, Rob needed the right positioning and press strategy to amplify his message.
THE WORK
We partnered with Rob and his team to lead PR, messaging, and media outreach around the launch. The goal was to highlight not just the initiative, but Rob’s role as a positive community leader.
What we did:
Positioning: Defined clear talking points and story angles that connected Rob’s authenticity and influence to the broader mission of youth wellness.
Media Strategy: Identified and reached out to key press outlets across Minnesota, including sports, local news, and community-focused media.
Messaging & Materials: Developed press language and quotes that felt genuine, inspiring, and on-brand for Rob’s voice and personality.
Partnership Support: Collaborated with Invincikids, Cyber Athletix, and YMCA North to ensure unified storytelling across all channels.
THE OUTCOME
The Anchor Points Initiative launch received coverage and enthusiasm from local media and fans alike, establishing Rob as more than an athlete, he became a role model and community advocate. The campaign successfully elevated awareness around youth mental wellness and reinforced Rob’s brand as a player who gives back.
THE TAKEAWAY
The best stories in sports extend beyond the scoreboard. By helping shape Rob Dillingham’s message and media presence, we turned a community initiative into a powerful narrative about purpose, positivity, and leadership. Because when athletes use their platform for good, everyone wins.
