Launching a Team to Spark a Movement

With no prior fanbase or on-court legacy, the Sea Bears partnered with Brandish to create a campaign that did more than introduce a team. It had to ignite a city.

The result was Day One: a bold, community-first campaign welcoming Winnipeggers into the story of their newest professional team from the start. The launch narrative didn’t just ask people to buy a ticket, it asked them to believe the team already belonged to them.

The campaign drew from an authentic insight: basketball has always lived in Manitoba, it just had not had a pro team to rally behind. The launch video tapped into that emotional truth, showing real courts, real games, and real people across the province. Whether it was a junior varsity match at Sisler High School, a snowy pick-up game, or a PBL league night in Steinbach, Day One celebrated the grassroots basketball culture that was already thriving.

The Sea Bears went on to smash CEBL attendance records, drawing league-leading crowds and creating a fan experience that felt as much like a cultural movement as it did a basketball game. From Day One, Winnipeg showed up.

Set to the track “All In” by Winnipeg hip-hop artist Anthony OKS, the campaign launched across social media, digital, and broadcast in the lead-up to the Sea Bears’ May 2, 2024 debut at Canada Life Centre. The message was not just about game day, it was about shared identity, pride, and ownership. Anyone who loved the game was already part of the story.

Merch followed to continue the momentum and give fans a way to visibly show support. Brandish collaborated with local streetwear brand VOAK Sportswear to design an exclusive Day One capsule collection, met with massive enthusiasm. More than 100 fans lined up before doors opened to grab limited-edition tees and hoodies.

The Day One collection was more than apparel. It became a symbol of belonging. Fans proudly wore turquoise at every home game, creating an unmistakable visual presence that became part of the team’s identity.

‍Day One proved that creative storytelling, grounded in local truth, can do more than build a brand. It can build a movement. The Sea Bears did not wait to earn Winnipeg’s loyalty. They gave the city a reason to claim them as their own.