Basketball stars and trend go hand-in-hand, and forward of tonight’s WNBA season tip-off, Google debuted a brand new marketing campaign showcasing new methods to look as gamers exhibit their “tunnel suits.”

A 30-second spot that includes stars comparable to Kelsey Plum, DiDi Richards, Diamond DeShields, Arike Ogunbowale, Kahleah Copper and extra will debut tonight on ESPN through the Phoenix Mercury and LA Sparks match-up.

In 2022, Google searches for “WNBA trend” greater than doubled, and the corporate noticed a possibility with the league’s exploding recognition, particularly after the WNBA is coming off its most-watched season in 14 years.

Accomplished internally by Google’s Artistic Lab Crew, “WNBA Sport Day Matches” is a part of the upcoming “New Methods to Search” marketing campaign highlighting new options within the Google search app. The spot exhibits trendy stars arriving on recreation day and illustrates how followers watching can simply search outfits the gamers are carrying.

“When it got here to bringing this to the WNBA, athletes’ elaborate recreation day outfits had been an ideal match—this was confirmed by Search curiosity, which confirmed that searches for ‘WNBA trend’ had doubled final season in comparison with the prior season,” Marvin Chow, vp of world advertising and marketing at Google, instructed Adweek.

Alternatives for manufacturers

Google is in its third 12 months as a WNBA Changemaker—a marquee sponsorship program designed to assist the league overhaul its enterprise—and Chow mentioned that this season, the corporate needs to place extra of a highlight on gamers themselves.

“It was thrilling to work with and have gamers who’ve been on the forefront of advocating for fairness in girls’s sport and rising the attain of girls’s basketball,” mentioned Chow.

The spot is an element of a bigger marketing campaign that can roll out within the coming weeks. Google and Plum already had an current relationship, and the corporate will probably be creating extra content material with the Aces star. Google can even be collaborating with ESPN all through the season and can develop ESPN WNBA Countdown into the common season this 12 months.