Park basketball has long lacked female representation. So, for the WNBA, we launched a nationwide movement to add the iconic orange WNBA 3-point line to courts across the country, ushering in a new era of park basketball designed to celebrate and support women’s hoops. This project featured a short film, a microsite, a launch event alongside social teaser posts.

→ LINE 'EM UP IS AN INITIATIVE TO PAINT THE WNBA 3-POINT LINE ON PARK COURTS ACROSS AMERICA.

SHORT FILM

To introduce our movement to the world we made a short film featuring WNBA legends past and present, alongside icons of NYC's park basketball scene. The film explores the significance of the Fire Orange WNBA 3-point line being painted on park courts across the country. 

Photography: Theo Gibson, Alexander Payson, Kat Huang

SOCIAL TEASERS

Our tease out to the world happened in a few phases. First we enlisted the help of players, media personalities and influencers to post cropped overhead photographs of park courts featuring our orange lines to get the world talking. 

Finally we dropped a final teaser video before going live with our short film the site.

MICROSITE

We designed a microsite that gave fans more background on the power and significance of the movement as well as a functional park locator so that they could find a court near them that's laid down the line.

LAUNCH EVENT

To kick off the initiative, we hosted a launch event at Brooklyn Bridge Park on June 12, 2025, centered on celebrating and empowering young female athletes. The day included an official unveiling of the new court lines, with remarks from the WNBA, and a 3-point knockout competition hosted by the NY Liberty. The highlight was a scrimmage between NY Grit and Castle, with Mic Larry and Ashanti Plummer emceeing the event.