The Unsolicited Hats That Built a Brand
During the height of the COVID-19 pandemic, the NBA created a "bubble" in Orlando where players were isolated to safely continue the season. This unique circumstance created a once-in-a-lifetime opportunity that one entrepreneur seized without asking for permission.
The Perfect Permissionless Opportunity
When the NBA bubble was created, players were essentially trapped in a controlled environment with limited access to new products or experiences. A hat designer from New York who had launched Stiegelman Stable saw this as the perfect chance to get his products noticed.
Instead of trying to secure official partnerships or marketing deals, he took direct action: he simply sent packages of his distinctive hats to players in the bubble without being asked.
Why It Worked So Well
The timing and context were perfect for several reasons:
- Players were isolated with limited access to new items
- The per diem money players received while in the bubble meant they had cash to spend
- The unique environment created a community where players started trading and discussing the hats
- The distinctive design stood out in social media posts from the bubble
The hats spread organically through the bubble as players traded them and asked where others got them from. Soon, NBA players were wearing the hats during post-game interviews and on social media, giving the brand priceless exposure.
From Unsolicited Packages to Major Collaborations
What started as sending unrequested packages turned into a legitimate business with major collaborations. Today, Stiegelman Stable has done official collaborations with the New York Knicks and has been worn by numerous NBA players and celebrities.
The brand transformed from an unknown startup to a recognized name in streetwear, all because someone decided to take direct action without waiting for formal approval or partnerships.
The Lesson: Find the Right Context
This success story highlights an important aspect of permissionless projects: context matters. The NBA bubble represented a unique environment that created perfect conditions for this particular approach to work.
When planning your own permissionless projects, look for similar unique circumstances or environments where your product, service, or idea might have advantages. Sometimes temporary situations (like the bubble) create windows of opportunity that won't exist later.
The story also shows that physical products can create powerful permissionless opportunities. In a digital world, something tangible that people can touch, use, and show to others can create an immediate impression that digital outreach might not achieve.
By spotting a unique moment and taking direct action without seeking permission, a small hat company created a brand success story that continues to grow today.
