It's the beard. And that means beardsketball. We provided mass access to James and his most well-known feature — the beard — by turning it into a Weird Beards sour gummy, and then into a full-on activation with James' busy beard as a basketball net.

James encourages and/or trash talks through a digitally programmed backboard.

Launched at a Houston Rockets game, Beardsketball gave fans, and viewers at home, a chance to experience taking on Mr. Harden one-on-one.

A social microsite for sending Harden sweet-and-sour smack talk.

An Instagram challenge, #BeardlyAwesome takeovers, and Weird Beard power-ups were just part of the game plan.

0 6 MM
potential impressions through user-generated content
0 20 %
boost in sales directly after Houston event
0 764
unpaid media-created mentions