Air
Log In
Get started in seconds, add your team as you go do more with your visual assets on Air!
Sign up for free

How Duke reaches 1.2M+ fans with championship-level content

1.2M+

Instagram followers

100k+

Creative assets

8+

Content producers

About the company
The Duke Blue Devils men's basketball team represents Duke University in NCAA Division I college basketball and competes in the Atlantic Coast Conference. The team is fourth all-time in wins of any NCAA men's basketball program.
Use cases
Social media, Organizing, Photographs, Archive, Searchability, Video

How Duke turned basketball content into a $45M brand powerhouse

designed to send team productivity soaring

When you think college basketball on social media, you think Duke. With over 1.2 million Instagram followers and 2.1 million on Twitter, Duke Men's Basketball has transformed into a digital juggernaut worth $45 million in annual brand value. What's their edge? Speed and organization. Duke's media team uses Air to instantly deliver game highlights, player spotlights, and behind-the-scenes content the moment fans are most engaged.

Building "The Brotherhood": Duke's secret to recruiting top talent

designed to send team productivity soaring

"Most recruits specifically mention they're excited to join The Brotherhood," says David Bradley, Duke's Creative Director who's been with the program for nearly 20 years. This powerful team concept wasn't built on the court alone—it was crafted through strategic storytelling on social media. Through Air, Duke's content team collaborates across photographers, designers, student media managers, and freelancers to create the compelling narrative that attracts five-star recruits year after year.

Inside Duke's strategy: Managing 100,000+ assets that drive engagement

designed to send team productivity soaring

Even during the off-season when other programs go quiet, Duke's content machine keeps running. Their Air workspace houses more than 100,000 creative assets, thoughtfully organized into seasonal boards and sub-boards for everything from recruiting videos to player portraits and game-specific content. This smart organization allows Duke's team to:

  • Upload and share content instantly from away games
  • Pull from past seasons to create "evolution of a player" compilations
  • Build game-day hype with perfectly-timed content drops
  • Keep engagement high with consistent posting across platforms
  • Maintain the visual identity that's made Duke basketball iconic
As David puts it: "Understanding what fans want—and delivering it at the right moment—is how our posts routinely hit 50K likes." With Air as their digital backbone, Duke continues to set the gold standard for college athletics in the social media age.

Related Stories

designed to send team productivity soaring

Flexible Annotations Select an area, drop a sticky note, or leave pencil markups for clearer, faster feedback. Timestamp commenting Attach comments to exact frames on video assets — use with annotations for 4K-level communication clarity.

How Beautiful Destinations orchestrates global content production on Air

editorial

Learn how agency Beautiful Destination uses Air to handle international content production, collection, and distribution — managing over 63 TB of assets.
Learn more →

Using Air to build a restaurant content empire

Editorial

"A platform like Air, that puts visual assets first, allows us to be smarter with our time.”
Learn more →

Mise en place: How the James Beard Foundation stays organized

editorial

The James Beard Foundation uses Air to make over 30 years of content accessible to anyone who needs it. Anyone within the organization can immediately find a given asset, and easily share it to anybody outside the organization.
Learn more →

Try Air for free

designed to send team productivity soaring

Ready to make the switch? Create your workspace today.

Need to talk to a human first?
Request a demo →