Inside Hoopers’s Rebranding: More than a New Image
Hoopers has always been more than a basketball brand — we’re a vibrant community uniting players, fans, and game lovers. Our recent rebranding unveils a visual and digital identity that reflects our growth and ongoing commitment to basketball culture, tech, and innovation.
Why We Decided to Rebrand
Brand and Community Evolution
From day one, Hoopers has evolved with the basketball community. Our look had to catch up with our mission — representing who we are today and where we’re heading tomorrow.
Clarifying Our Value Proposition
With new products like Buzzer, Alley Hooper, and Courtside, it became essential to clearly communicate:
- We develop tech to elevate the basketball experience;
- We celebrate the culture and lifestyle around the game;
- We connect local courts to a global ecosystem.
What Changed in Practice?
A Redesigned, Intuitive Website
The new Hoopers website was built to:
- Deliver smooth, modern navigation;
- Highlight our digital ecosystem and community initiatives;
- Improve mobile performance;
- Create new opportunities for engagement and SEO-driven content.
A Modern and Purpose-Driven Visual Identity
The new Hoopers logo isn’t just an aesthetic update — it’s a bold statement of who we are. It’s composed of a symbol and logotype, with proportions carefully designed to ensure consistency and strong visual impact. We now write HOOPERS in all caps to reinforce a bolder, more recognizable identity within the community. The horizontal version is the primary one, but we’ve also developed vertical and symbol-only variations to ensure flexibility across platforms — from digital spaces to merchandise.
The tagline: Changing the game, together. What does it mean?
Changing the Game:
Hoopers isn’t here to follow the rules — we’re here to redefine them. We challenge norms, reimagine experiences, and build a new future for basketball. Whether it’s through revamping courts, creating tech-driven products, or organizing events that connect athletes, fans, and brands — we bring innovation at every step.
Together: None of this makes sense alone. The strength of Hoopers lies in its community. Fans, players, artists, brands, clubs — everyone plays a role in the transformation. “Together” reinforces that our impact is collective, and that everyone has a place in this movement.
Why is it powerful? It’s inclusive, everyone is welcome. It’s active, it speaks to making things happen. It’s emotional, it resonates with those who live and breathe the game.
The logo? It’s evolved — and for the better.
From left to right, we can trace the journey of the Hoopers logo through its various versions, each step shaping what we proudly stand by today.
We use HW Pano Bold for high-impact headlines, and Montserrat to bring balance and professionalism to body text. Our color palette — black, white, and orange — speaks directly to basketball’s roots: bold, urban, and iconic.
Every design decision expresses our core: boldness, defiance, passion, and authenticity. This logo is Hoopers’ visual voice — a signal that we’re here to disrupt and elevate the game.
What This New Phase Represents
Global Growth, Local Connection
With a growing presence in Portugal, Brazil, and Spain, our new identity positions Hoopers as a global brand rooted in local streetball culture. We’re doubling down on court revitalization and events that bring people together.
A Call for Community Involvement
This rebrand isn’t a final destination — it’s a new beginning. We want our community to stay at the center of everything we do. New products, challenges, and opportunities are coming your way — and they only work with you in the game.
Explore the new website and join the movement
Because basketball is more than a game. It’s a culture.
👉 Visit the new Hoopers site
