FRASER launched a basketball campaign for Sports Illustrated Germany

3 min readAug 29, 2022

Just in time for the start of this year’s European Basketball Championships in September, the latest issue of Sports Illustrated Deutschland is all about basketball. In keeping with this, FRASER has created a campaign that brings the feelings of basketball fans to the fore.

What is behind the fascination with basketball? FRASER has developed a campaign for the sports magazine under this guiding question.

The basketball special of August 29, 2022, features basketball superstar Dirk Nowitzki on the cover. In the exclusive cover story, Germany’s sports legend tells about the NBA, the German team, and his personal plans for the future. Dennis Schröder, captain of the German national team, also talks in a detailed interview about the best league in the world, his childhood, and the upcoming tournament.

“Dirk Nowitzki is the best German basketball player of all time and one of the greatest NBA players in the history of the sport, Dennis Schröder the most successful German professional of our time. In the new issue of Sports Illustrated, both exceptional athletes have their say,” says Christoph Landsgesell, editor-in-chief of Sports Illustrated Germany.

We made three advertisements that are intended to capture different feelings: the analog yet 100% interactive ad “Paper ball” involves the readership and invites them to become active themselves and have a first-person basketball experience. “Goosebumps” creates an analogy between the unique texture of a basketball, reminiscent of goosebumps, and the emotions that this sport can trigger. Last but not least, the video ad “Swoosh” picks up on another phenomenon: that unique sound you get when the ball scores a hit without touching the rim.

“We are very excited about the opportunity to work with Sports Illustrated Germany again. The launch of this brand new basketball edition gave us the playful freedom to create an ad that is interactive yet one hundred percent analog. We also experimented with the hypnotic effects of ASMR sounds,” said Fernando Barbella, ECD at FRASER. “To quote Dirk Nowitzki: ‘It’s fun being around guys that want to work, that want to learn, that want to get better.’ That’s how we feel every time we work with the Sports Illustrated team.”

FRASER has been supporting Sports Illustrated Germany since the German first edition in December 2021.

Executive Creative Director: Fernando Barbella
Senior Art Director: Raphaela Putz
Social Media Manager: Raphaela Wise
Video: Kasper
Video Editing: Tibor Salzburger
Sound Design: La Pirada Latam
Sports Illustrated: Myriam Karsch, Florian Boitin, Elisabeth Schmidt




We unlock classic communication and digital product innovation. We help companies across all industries to transform and grow in this increasingly complex world