King Hoops story started in 2001 with one coach and a dream. Michael Murphy always had a heart for youth sports and fitness, and he wanted to make sure every kid had the same opportunities as he did growing up. With a bag of used basketballs and soccer balls, Kids in the Game was born.

After years of on-the-ground coaching and meeting in hotel lobbies, Michael teamed up with Matt Murphy (and no, they aren’t related). Together, they have been building and growing what is now Kids in the Game. The outcome? Running programs in dozens of communities around New York City for over 25,000 kids. This includes everything from after-school, esports, competitive sports teams, and summer camps. Ultimately, we want to play today to change tomorrow.

In honor of King Hoops 20th anniversary and our love for sport, we took it upon ourselves to propose a refresh of the franchise’s entire identity system. From the teams uniforms and equipment, to signage and visual style, we thoughtfully covered every aspect of their brand while preserving the elements that have made the franchise so iconic.

King Hoops story started in 2001 with one coach and a dream. Michael Murphy always had a heart for youth sports and fitness, and he wanted to make sure every kid had the same opportunities as he did growing up. With a bag of used basketballs and soccer balls, Kids in the Game was born.

After years of on-the-ground coaching and meeting in hotel lobbies, Michael teamed up with Matt Murphy (and no, they aren’t related). Together, they have been building and growing what is now Kids in the Game. The outcome? Running programs in dozens of communities around New York City for over 25,000 kids. This includes everything from after-school, esports, competitive sports teams, and summer camps. Ultimately, we want to play today to change tomorrow.

In honor of King Hoops 20th anniversary and our love for sport, we took it upon ourselves to propose a refresh of the franchise’s entire identity system. From the teams uniforms and equipment, to signage and visual style, we thoughtfully covered every aspect of their brand while preserving the elements that have made the franchise so iconic.