True Believer: 5 Questions With Spalding VP Kenyatta Bynoe

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Chris Paul for Spalding

Kenyatta Bynoe - vice president of global brand marketing and partnerships at SpaldingIt’s been a banner year for Spalding’s Kenyatta Bynoe. The company’s Vice President of Global Brand Marketing and Partnerships was named by Adweek as one of the Most Powerful Women in Sports, and recognized by Sports Business Journal as a 2017 Game Changer.

As SBJ commented, “When Kenyatta Bynoe was promoted to vice president of global brand marketing [and partnerships] at Spalding last year, she was met with an empowering, yet daunting, mandate: Remake an iconic brand that had fallen behind in the spaces that were most relevant to the young consumers who should represent its core, turning awareness into engagement.”

Kenyatta spoke with Carolyn Fields, Interbrand’s Executive Director of Business Development, Consumer and Retail Brand Experience, about the accolades, giving back, working with NBA stars and Black Friday:

Congratulations on a great year! What was your response to the awards?

These are both incredibly special to me because they came from an industry that I love and that I’m very passionate about. I often say that these awards are important because they elevated and created a platform for the work that I had done with my team to re-imagine the Spalding brand. Often, you have to be a bit fearless to move the brand outside of its comfort zone and into a place that truly connects, and to me this recognition signals that I’m hitting that mark.

Tell us about “Always Ready” — how does it fit in with the ongoing True Believers campaign and your work with Chris Paul?

We love working very closely with Chris Paul and are always ready to tell a story about the work that true believers put in every single day to take their game to the next level. It’s about doing the work as opposed to the hype, and these are driving ideas behind the Spalding brand.

We make basketball equipment that fuels the work and enables athletes to play their game. So it’s a nice way for us to bring that all together, distributing this across digital and social media, both paid and owned, and also through the channels of our key partners, including the NBA.

In what ways are you trying to help young women get ahead and inspire them and be a role model in the sports field and beyond?

There are a number of mentoring programs for young people and opportunities to speak at schools and other things of that nature where I try to do what I can to help bring up the next generation. I think the most important things are the things you don’t necessarily learn in class. How do you get your point across clearly, build a support network and the skill sets that you have to build as an individual?

That’s where I tend to focus on when I’m able to talk to young people, because I think those are the lessons that you don’t always necessarily know that you need to learn. If someone can help guide you and push you to the next level, then that’s great.

Spalding images Instagram

Tell us about the new Spalding website — how has it changed and what should we be looking for?

We recently relaunched our online brand experience, with a new look and feel in addition to new content engagement tools, such as modules that help guide the selection process. When you’re shopping for a basketball or other options, we can guide you through that process to identify the product that meets your needs. We also now have e-commerce functionality online, where you’ll find our entire retail catalog as well as items that are unique and exclusive to the site.

Spalding website November 2017 NBA promotion

What are your plans for Black Friday and Cyber Monday with regards to the e-commerce site?

Now through the end of the year, we’ll be introducing a series of promotional offerings on basketballs and over-the-door hoops. For Black Friday (and Cyber Monday), we’ll be rotating a variety of promotional offers throughout this period to encourage consumers to visit regularly.

Editor’s note: Spalding’s November promotions —

All Month Long: $30 off the Official NBA Game Ball
All Month Long: 20% off 180 Degree Over-the-Door Unit
Black Friday: 20% off all Training Aids
Black Friday: Free shipping w/ no minimum purchase amount
Cyber Monday: 20% off all Training Aids


Get more insights in our Q&A series and suggest a Q&A via editor@brandchannel.com.

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