Michelob ULTRA x NBA JAM Boom Shaka Laka’s
Invesco QQQ, an exchange-traded fund (ETF) focused on today’s most innovative companies, wanted to find an equally innovative way to expand its reach to a diverse, college-age audience. Tapping into 160over90’s long-time partnership with Michael B. Jordan – a massive basketball fan and passionate advocate for historically black colleges and universities (HBCUs) – was the first step to creating a brand moment that the world had never seen.
But one that features the best HBCU teams in the nation, hosts a career fair and a startup pitch contest, and celebrates diverse cultures and communities? Now, that’s something to invest in.
In December of 2021, Invesco QQQ and Michael B. Jordan launched the first-ever Invesco QQQ Legacy Classic – a brand new college basketball showcase at the Prudential Center in Jordan’s hometown of Newark, New Jersey.
160/90 helped produce the event, create the brand identity, and book the celebrity and musical talent. Additionally, 160over90 orchestrated key partnerships, developed onsite activations all weekend, and drove extensive PR before and after the tournament. All of the tournament’s action was broadcasted live on TNT, putting the national spotlight on HBCUs and our client Invesco QQQ.
When the final buzzer sounded, Howard University was the tournament’s champion. But this one felt bigger than the scoreboard and a trophy. We had set out with Invesco QQQ and Michael B. Jordan to represent the underrepresented and create opportunities that would last a lifetime. That’s a long-term investment, and we’re just getting started.