In recent years, all three major basketball sneaker brands have developed spring/summer circuits that represent the modern era model of AAU basketball. On each circuit, teams sponsored by that particular shoe brand play against each other in a league-style format while traveling the country to different weekend sessions. But such a system has left a void, essentially neglecting—even excluding—a large population of other younger hoopers.
The current existing circuits tend to cater to and feature the cream of the crop of high school basketball exclusively—players who are certain to attract scholarship offers from the nation’s top coaches and collegiate programs. But then there’s the other 99 percent of young basketball players, kids who aren’t at that elite level quite yet but who are nonetheless still competitive and passionate enough about the game to want to partake in travel team basketball.
That’s where AND1 is stepping up to provide a platform for the often-forgotten youth players. It plans to introduce its own circuit in 2017 called the “Dominate The Game” Circuit. The goal of our youth grassroots efforts is to introduce our brand to a whole new group of consumers while staying true to our heritage, building brand loyalty, pinpointing those players that could be future endorsers of the brand.
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