Life Time has always strived to be more than just a gym. Ultimate Hoops was acquired to bring the best of basketball to the club beyond just pick-up games. Channeling the intensity and swagger of true “ballers,” we redesigned the Ultimate Hoops brand to imitate professional-quality experiences and training.

Our creative platform aimed to position the brand as elite, cool and credible - a brand that basketball players would be proud to wear and identify with and a community based on a true love of the game. The program continues to gain momentum. Most notably, the Skye club in NYC entertains some of the biggest players in the world (LeBron James, Kevin Durant) for pick up games.