Jordan Brand made a splash in Los Angeles for the 2018 NBA All-Star Game.
NBA All-Star Weekend is one of the year's biggest cultural and sporting events. In 2018, Jordan came to L.A. and invited everyone to make their mark. But first, we had to set the stage.
We reset Jordan’s Instagram account with a clean, black and white aesthetic, matching the first ever Jumpman-branded ASG jerseys that were set to debut during the game.
We launched into athlete and influencer focused content throughout the weekend on IG, letting our talent lead our storytelling.
We also had a physical space for consumers to congregate in L.A. On the ground, Studio 23 became the go-to destination for consumers to customize their Air Jordan kicks.
Sneaker luminaries Tinker Hatfield and Joshua Vides contributed signature looks, while top-tier players like Jimmy Butler and icons like Spike Lee came through to customize.
Jordan is rooted in basketball and having a court was crucial for ASW success. This was a place for young community ballers to hone their skills — and maybe meet some All-Star Jordan athletes, too.
On Instagram Stories, we brought fans closer than ever to moments like the raucous concert featuring SZA, Travis Scott, Wiz Khalifa and more. All told, our Instagram content generated more than 65 million impressions.
ROLES
Senior Copywriter - Michael Taylor
Art Direction - Gerald Jimenez
Additional Copywriting - Nate Richards
Photography - Seth McGinnis
Strategy - Brennen Schlueter
Account Management - Cameron Clow