Motto
MOTTO® TWENTY YEARS OF IDEAS

(Chance)

Idea worth Rallying Around®

(1/20)

“Taking chances takes guts”

VISION

Chance is a basketball creator brand inspiring athletes to play bold and live fearless. Chance Athletics was founded on a belief that sports are for everyone—not just the elite or professional players. The brand designs athletic gear and lifestyle goods that let people express themselves, on the court and off.

As the lifestyle sports category evolved, Chance saw an opportunity to go beyond function—to create gear that feels like identity. Bright designs, bold statements, and values of confidence, creativity, and authenticity became central to what success could look like in sport culture.

STRATEGY

To seize this vision, we sharpened Chance’s positioning around self-expression and courage. Our strategy platform and messaging were built to speak not only to performance, but to bravery—encouraging customers to take risks, stand out, and proudly embody their unique style.
We reinforced this in product design (bold colorways, expressive prints), community storytelling (celebrating unconventional athletes), and partnerships—making Chance not just gear, but a movement that honors those who “take chances.”

BIG IDEA

At the core of the repositioning, we developed the Idea Worth Rallying Around®: Taking Chances Takes Guts. It reframes what it means to succeed in athletics—not just winning, but daring, showing up, being bold.

This idea transformed Chance from a brand that sells gear into one that inspires courage—empowering customers to embrace risk, break conventions, and make sport an act of self-expression. It serves as a north star for product launches, marketing, design, and community engagement.

Chance

Results

100% ↑

Brand impressions

5× ↑

Brand exposure

75% ↑

Sales increase

IDEA PEOPLE®

  • Ashleigh Hansberger
  • Sunny Bonnell
  • Rachel Hochhauser