FIBA Women In Basketball —
Branding empowerment in the game

FIBA Women in Basketball is not just a brand—it’s a movement of empowerment and a strategic commitment to expand women’s presence and influence in the game.

Unlock Brands, shaped an identity and a branding system that celebrates the growing impact of women both on and off the court, uniting all programmes under the rallying cry: We Inspire Every Play. 

By creating opportunities in basketball, this global initiative empowers women in sport and sparks change that goes far beyond the court. What begins in the game becomes a worldwide message of progress, inspiring women and girls everywhere to claim greater visibility, leadership, and opportunity in life itself.

The challenge was to design a brand identity capable of carrying a dual mission: firmly rooted in the world of basketball while also expressing a universal message of empowerment and transformation. It needed to serve as a unifying force, bringing together all Women in Basketball programmes under a single, coherent system that feels both consistent and adaptable. At the same time, the identity had to transcend the sport itself, projecting a vision that speaks to cultural change and progress on a global scale.

Grounded in a cohesive brand architecture, the aim was to build a system that delivers clarity, consistency, and emotional impact—establishing a platform that celebrates the game while amplifying the wider movement for women’s visibility, leadership, and empowerment across the world.

At the core of the identity is the letter “W” — a universal emblem of both “Women” and “We.” Bold and modern and facing the future, it conveys ambition, leadership, and progress. Inspired by the rhythm and fluidity of the game, and the bouncing of the ball, its rising form reflects the ascent of women’s visibility and influence in shaping the game, connecting basketball’s energy with a global movement of empowerment.

FIBA Women in Basketball is built on a monolithic brand architecture, anchored by the letter “W” as both graphic and verbal core. This ensures every programme connects back to the central idea of Women in Basketball, creating one powerful identity that drives recognition, consistency, and long-term equity.

A dynamic naming strategy reinforces this unity, with each programme adopting the clear and empowering formula “Women (Verb) in Basketball.” The verb defines the essence—playing, leading, inspiring, or developing—while a short descriptor clarifies scope and purpose. This approach ensures a shared voice across all initiatives, while highlighting each programme’s unique role.

To balance unity with distinction, each programme is paired with its own colour palette, adding variety within the same visual framework. Together, these elements create a brand system that is both cohesive and flexible: a single interconnected movement with room for each programme to shine.

The brand comes together under the tagline “We Inspire Every Play.” Each word is intentional: “We” signals solidarity and collective strength; “Inspire” captures the mission of visibility, empowerment, and excellence; and “Every play” reinforces that every action—big or small—can drive change. It is both a call to action and a celebration of women’s basketball, resonating with players, fans, and communities worldwide.

The identity unfolds into a comprehensive visual system, equipping FIBA with the tools to communicate consistently and impactfully. Through its colours, typography, imagery, and patterns, the system strikes a balance between cohesion and flexibility, adapting seamlessly across platforms—from grassroots programmes to global stages. Designed to perform in every context, it supports broadcast, digital storytelling, event experiences, and local activations alike.