Live sports offer something that cannot be found in any other medium – the thrill, excitement, and passion of crowds watching an event and waiting to see if their favorite team/player will win. Experiential marketing and sports take advantage of this by engaging fans in the process instead of simply keeping them as observers. Whether it is a chance for a half court shot, player meet and greets, or branded fan challenges, such experiences allow people to connect. Major athletic companies like Nike and Under Armour understand the power of such approach and conduct various activities from stadium to community running clubs. Factory 360 delves into ways of developing memorable relationships through experiential events.