ADRENALINE: AAU Basketball has become an oversaturated market. A plethora of tournaments and teams are competing against one another in the same market. It is very difficult to stand apart. The Northeast Hurricanes were in business for 20 years and needed to rebrand themselves to cover a broader market and to increase sales.

HLANG SOLUTION: The name Adrenaline was conceived by H*Lang as well as a business model that makes Adrenaline different. In year one the sales tripled. Adrenaline was a new, fresh brand in the youth sports arena and sported an intriguing business model that provided lower prices while catering to the customer. It was an instant success.

LEGS: The "adrenaline" concept is broad enough to move away from basketball and into any sporting event or team. The name evokes enery and this can span throughout many genres as does the look and feel developed for the business.

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