Hy-Vee — Caitlin Clark & Turner High

Most athlete partnerships follow a tired formula: celebrity, product, smile, repeat. Hy-Vee’s athlete partnerships were no different.

But after helping Hy-Vee build a brand platform centered on genuine human connection, we knew there was a better way to integrate one of the biggest athletes in the world in a way that wouldn’t feel like it came out of left field. Or basketball left field.

So instead of making Caitlin Clark the hero, we found a story worthy of her participation.

That story? Meet the Turner High Lady Bears, a Kansas City high school basketball team that transformed their humble program through resilience, trust, and a commitment to one another. And what started as a story about sports quickly became a story about community.

Instead of handing Caitlin a script, we gave her a seat at the table. Ok, bleachers. She sat down with the team to listen, share her own experiences, and connect with a group of young athletes facing challenges that felt all too familiar.

Meanwhile, Hy-Vee put their money where their mouth was and donated apparel, food, and financial support for the school, turning a meaningful conversation into meaningful action.

The result? A cinematic docu-film that proved Hy-Vee’s interest in genuine human connection, elevated storytelling, and the belief that sports can be everything to a community.