Basketball is more than just a sport; it’s also a fashion show. Enter the “tunnel fit” - an entire subculture within professional sports where athletes treat the tunnel they walk through when they get to the arena like a legitimate fashion runway. And WNBA stars are at the top of the game.
In developing this partnership with WNBA athletes, Chime identified a unique opportunity to lean into this trend, the rising cultural influence of women’s sports and the growing thrifting movement (projected to grow 127% by 2026) – which offers a natural alignment with Chime’s member base.
For this initiative, Chime positioned itself at basketball’s intersection of fashion and play. To celebrate the WNBA’s 2023/2024 season, Chime seized an opportunity to combat the perception that style is equated with wealth and luxury. Building on its mission of financial accessibility, Chime created the "Ball on A Budget™" campaign to drive home the connections between sports and fandom, as well as style and smart spending.
Beyond metrics, Chime aimed to create a new model for sports partnerships that would deliver authentic value while resonating deeply with our shared audiences. The partnership needed to demonstrate that financial content could be both educational and entertaining, particularly for female audiences who have historically been underserved by traditional financial marketing.
The approach transcended traditional sports sponsorship by creating purpose-driven content that naturally aligned with both Chime's mission of financial progress and the WNBA's growing cultural influence. The "Ball on A Budget" challenge was carefully crafted to showcase both athletic excellence and financial savvy, with WNBA stars demonstrating that style and success don't require excessive spending.
The initiative centered on a social content series featuring fashion-forward WNBA stars Arike Ogunbowale, Lexie Brown, Chelsea Gray, and Kamilla Cardoso. They were charged with creating tunnel-worthy fits for under $300.
To ensure the initiative was a hit, Chime teamed up with SLAM Magazine and WSLAM to produce and distribute the content, finding alignment in the company’s media presence in basketball culture and their LeagueFits Instagram handle, the leading platform for discovering the latest in NBA and WNBA fashion.
Chime also brought the campaign to life for WNBA players, community, fans, and Chime members in Phoenix, Arizona during the league’s All-Star weekend with the Chime presents LeagueFits Experience. The event included a VIP party Friday night for the League's most stylish players, as well as influencers and leaders in women's basketball. All attendees entered via a pop-up tunnel walk to imitate their entrance to the court. Chime rounded out the weekend with a day of consumer-facing programming, including vintage shopping, on-site t-shirt customizations, and a panel called Money Moves, where former Phoenix Mercury star Natasha Cloud, agent Camille Buxeda, stylist Sydney Bordonaro, and host Ros Gold-Onwude had an amazing conversation about hoops, fashion and finance.
The rollout strategically leveraged key moments in the WNBA calendar when audience engagement peaks. Chime distributed content across multiple platforms, ensuring it reached its audience where they’re most engaged with sports content, including Instagram, TikTok, and YouTube; with each platform receiving optimized content to match unique viewing patterns and audience preferences. And to maximize authenticity, Chime gave each featured athlete significant creative input in their content, ensuring their personal style and voice came through.
The “Ball on A Budget” campaign significantly outperformed, delivering remarkable engagement and cultural impact:
By becoming one of the first consumer brands to spotlight WNBA fashion culture, Chime reinforced its commitment to democratizing both fashion and finance while authentically connecting with its members.
The campaign's success demonstrates how brands can effectively merge purpose with culture, creating engaging content that drives both social impact and business results.
Through "Ball on A Budget," Chime continues to challenge industry norms while empowering consumers to look good and feel good about their finances.
Chime® is a financial technology company, not a bank. Banking services provided by The Bancorp Bank, N.A. or Stride Bank, N.A., Members FDIC.
