Objective

When approaching this year’s Crossover event, NBA Mind Health’s goal was to create an immersive experience for fans to drive awareness that mental health is essential to wellness, performance and excellence not only for NBA and WNBA players, but all of us. The Mind Health activation was an attempt to create a tangible opportunity to experience the connectivity between mind and body- the result? Mind Gym, an interactive, sensory gymnasium that could allow attendees an unforgettable understanding of just how much our mental health contributes to success on and off the court.

Strategy

Powered by Mind Health, the NBA's leading mental health and wellness initiative, Mind Gym @ Crossover was a truly dynamic activation. This immersive experience fostered awareness, education, and action around mental health, wellness, and performance. Hosted during NBA All-Star Crossover, Mind Gym invited fans to learn from the experiences of NBA and WNBA players and engage in a series of seven interactive activities:

• MOVE: As attendees entered the Mind Gym, they were immediately greeted by screens showcasing player voices, activities, and educational content, setting the stage for the Mind Gym experience.
• PLAY: Players were challenged to draw team logos from memory, offering a fun and interactive way to test their recall skills.
• PAUSE: Using META Quest 3 virtual reality headsets, users embarked on a brief meditation journey guided by onsite professionals.
• LEARN: A matching game helped participants improve their emotional literacy by associating emojis with corresponding feelings.
• CONNECT: Fans were encouraged to connect with loved ones by sending postcards expressing gratitude.
• NOURISH: Upon completing the circuit, players received stickers to commemorate their visit to the Mind Gym, emphasizing the importance of self-care.
• COMMUNITY: Fans were invited to join the Mind Health Squad by scanning a QR code and answering a few questions, fostering a sense of community and support.

Mind Gym served as a platform to promote proactive strategies that cultivated a space for mental well-being, while leveraging the influence of NBA and WNBA athletes to inspire positive change. By engaging fans in experiential learning and storytelling, the activation demystified mental health while highlighting the human side of sports icons.

Results

Dr. Kensa Gunter, a licensed clinical and sports psychologist, serves as the Director of NBA Mind Health. The Mind Gym @ Crossover embodied the commitment of NBA Mind Health to prioritize mental wellness across all levels of the basketball community. Achieving over 578k impressions across social media and activation attendees, the event saw major wins in generating awareness and grabbing attention. Mind Gym represents a pioneering effort to merge sports, entertainment, and mental health advocacy, setting a new standard for industry initiatives. Through innovative experiences and community engagement, this activation left a lasting impact on both fans and participants, fostering a culture of holistic well-being within the NBA and beyond.

Media