Since Twitter's Follow Friday event has evolved into a stream of shout outs without context (and thus value), I thought I'd remix it up a bit here on the blog.

Rather than spit out a bunch of Twitter handles, I'm going to point out one brand that I think warrants attention, and state "why:"

POINT 3 BASKETBALL (link here)

Point 3, according to the upstart basketball apparel brand, is the difference between make or miss, assist or turnover, block or charge, win or lose and G.O.A.T. or goat.

That message resonates with basketball players.

But Point 3 doesn't sell apparel, they sell "gear." You don't 'enter the site, you "check ball." Their messaging is on point, and to the point. It's engagingly warm, yet cool: "Still wearing that wifebeater when you ball, huh...how does that cotton feel after your third game?"

Most importantly, their gear was designed specifically for basketball..."and still looks baller."

FUNCTION OVER FORM

Point 3's initial drop will hit the market this summer, and the gear's engineered for performance basketball and constructed with the latest fabrics:

Moisture wicking: to stay dry and cool

Refined mesh: for superior freedom of movement, high breathability and heat management

Anti-odor: made with anti-microbial material = anti-stink (it can't speak for your game, though)

POINT 3 INVOLVES YOU, THE BALLER

If you want to build community, you have be involved in the community, respect your members and highlight their content.

Point 3's launch will be propelled by a summer tour to find out which city is the "Mecca of Basketball." They'll be documenting the runs, and taking video of their conversations with you about "your city."

Speak out...or better yet, get on board. Point 3's recruiting a Launch Squad of 25 players from across the country to help facilitate these conversations. If you're outgoing, personable and share a deep love for the game, you can apply (deadline is posted as 5/19) to rep the brand and gain valuable experience. The package is worthwhile. Check the link for dates and details.

FOLLOW FRIDAY IS A CALL TO ACTION

Obviously, I'm suggesting you visit the site to check out the gear and read the story. You could also follow Point 3 Basketball on Twitter, Facebook and by getting on their list (see top-right corner of their homepage).

If you really want to see how much Point 3 "gets it," read the Pickup Manifesto on their site. Hilarious....

Happy Friday, all!