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Welcome to tis week’s edition of The Baseline!

Every Wednesday at 9:36 AM EST, I break down the blueprint for basketball culture, covering industry insights, marketing strategies, and creator tools and resources.

Let’s get started…

MARKETING BLUEPRINT

This was the most creative sports ad ever but most people never realized how calculated this idea actually was.

Because when you’re working with the greatest shooter ever, the margin for error is zero.

So that’s why this campaign was the perfect blend of art meeting science.

A PHD astrophysicist calculated the Supermoon’s exact position to match Stephen Curry’s shooting arc.

So when it got dark, this created a picture perfect photo.

For three straight nights in Los Angeles, this billboard turned into a live optical illusion.

The moon became Stephen Curry’s basketball as fans stopped, photographed and shared their experience.

This viral marketing stunt was done to promote his new book Shot Ready, which is his story about preparation, repetition, and being ready for the moment.

That’s the genius of this billboard because the message wasn’t written in words but the timing of the Supermoon.

This was a perfect example of when creativity and precision line up, the moment does the marketing for you.

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FREE THROWS

Sharing the tools and resources that I’m using this week:

🌊 Tab Surfer - This browser tool helps you surf the web while staying organized with multiple tabs open and reducing memory usage.

🖥️ Big Desk Energy - The newsletter from Tyler Denk shares startup insights and stories as the founder of beehiiv, the newsletter platform that surpassed $5M ARR in just two years.

🌐 Very Good Components - An inspiring curated collection of web components, ready to be used and integrated into your next digital project.

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POST-GAME

Thanks for reading—I’ll see you back here later this week!

And if you enjoyed reading today’s newsletter, please share it with one friend.

- Jeff Chen | 🏀💡👨🏻‍💻