Slovak Basket Rebrand

In nutshell:
Slovak basketball aims high

Thanks to the comprehensive new strategy and visual identity, the Slovak Basketball Association (SBA) has entered a new, confident era. Supported by the slogan Mierime vysoko (We aim high),

The rebrand supports SBA’s long-term vision of popularising and improving Slovak Basketball.
The ambitious initiative aims to raise the profile of basketball on the Slovak sports scene, attract new and younger fans, and motivate the players and coaches to dream big.

Visually, the new Slovak Basket brand uses the motif of an upward-facing arrow and highlights the ‘SK’ in ‘Basket,’ set in a custom typeface, ‘Basket Narrow,’ by Setup Type, which is also the brand’s communication typeface. You can find the new identity on the jerseys of both women’s and men’s national teams, as well as across the communication platforms of Slovak basketball.

Press relase from 13 NOV 2025:

An ambitious initiative for Slovak basketball, “We aim high”, a new strategy and an eye-catching visual identity
The Slovak Basketball Association (SBA) is entering a new era with a confident strategy and a new visual identity supported by the slogan “We aim high”.

The campaign aims to give a fresh face to Slovak basketball. The ambition is to rank this globally popular sport among the most prominent topics on the domestic sports scene.

The SBA initiative was launched approximately nine months ago and culminated in the final presentation of the campaign with the slogan We aim high (Mierime vysoko in Slovak).

“We are not just announcing a strategy for Slovak basketball, but together we have started a new story with a single clear through line: we aim high,” says Vladimír Janček, marketing manager of the SBA, adding: “Basketball has untapped potential in Slovakia. We don’t want it to be just an ordinary sport. We are going to make it a topic that will resonate. Our goals are high: we want to co-organise a major championship in Slovakia, and we want a 3×3 team at the Olympics.”

The basketball motto “We aim high” carries not only a marketing message, but also a sporting one. “It is the slogan of the national teams,” emphasises SBA Secretary General Andrej Kuffa, adding: “It should be the internal motivation of the players, coaches, and association. For the senior national teams, the goal is to regularly advance to championships. You have to set high goals.”

According to Janček, sporting ambitions are only one part of the new vision. The other is to create a product that appeals to all generations.

“We want to achieve these successes by making basketball a phenomenon full of emotion and fun that deserves as many spectators and street cred as possible. We are changing the visual language to make it modern and attractive to the younger generation,” explained Vladimír Janček.

The new visual identity of Slovak basketball was created by leading Slovak creatives Pavol Kyselica and Matej Špánik. They also designed the new visuals for the men’s and women’s national team jerseys and a collection of attractive merchandise.

“We tried to design the brand so that it would also work outside the basketball bubble. We believe that basketball has the potential to shape cities and attract a wide audience. It is not just a sport, but also a lifestyle with a strong culture” explained strategist Pavol Kyselica, continuing: “We tried to avoid traditional clichés such as the colour orange or the national tricolour. The visual point of the Slovak Basket brand is based on highlighting the letters SK in the word basket, which is carried through all the visuals.”

Matej Špánik from NICE GUY was also involved in creating the visual concept.
“We supported the visual with an upward arrow. In combination with the letters SK in the word basket, it points to Slovakia. This is in line with the main idea of aiming high. In terms of design, we wanted to work with the colour blue, as it keeps appearing in Slovak basketball throughout time, but also in other sports such as football and hockey. We wanted to give the design energy, a modern urban street character and a visual language that would give the players, but also the whole of Slovak basketball, confidence,” explained Matej Špánik.
The Slovak players are looking forward to showing their fans their new national team jerseys in competitive matches.

“The main element on the jerseys is a custom font created by the typographic studio Setup Type, one of the top studios with an international reputation. This font is unique and tailor-made for Slovak basketball,” said Špánik.

SBA President Michal Ondruš emphasises that the new SBA strategy is a long-term commitment. It is more than just rebranding the national team jerseys or attractive merchandise that sports fans can identify with.

“The new branding of Slovak basketball is not a one-off campaign. Its role is to have a long-term impact on the basketball community and the wider public. Through jerseys, merchandise, and visual communication, we want to reach all age groups—especially children and young people. I am excited about the launch of the new brand, with which we are aiming high.”

Legendary coach Natália Hejková sees the SBA’s strategy as a significant step forward and said: “Mierime vysoko initiative is important because it raises the profile of basketball in Slovakia. It means that, in addition to the slogan, it will also reach a wider section of young people, from whom basketball stars may emerge.”

“Slovakia deserves great basketball stories, like the ones left behind by legends. Mierime vysoko is our commitment to build on this legacy and restore respect for our sport and its place in the hearts of fans,” added SBA marketing manager Vladimír Janček.