situation:

Special Olympics is a global nonprofit that includes 6 million athletes and 12 million volunteers, but they have low visibility in global markets and were looking to create some conversation on social media. They wanted to get people engaged with the organization, as well as legitimize Special Olympics athletes in the eyes of the American public.

insight:

In a sports context, special means uniquely or extraordinarily talented. But for people with intellectual disabilities, the definition changes. In fact, 72% of Americans frequently hear “special” used as an insult or put-down.

idea: 

We decided to reclaim the word for our athletes to show what our version of special looks like.

Special Olympics ambassadors Damian Lillard and Tristan Thompson wearing our sweatshirt in the tunnel pre-game; Special Olympics team repping the campaign at The Today Show (where Melissa McCarthy wanted a sweatshirt); and a post from go-to NBA fashion source @leaguefits.