Jordan Brand Classic 2024 | Q2 2024
Creative Direction for one of the premier High School Basketball invitationals in the nation. Featuring the top 24 high school players in for both boys and girls basketball, Jordan Brand brings in another class of next generation athletes to Brooklyn, where they will compete on a big stage. Outside of the games the athletes are treated to a weekend of premier dining, an intimate styling session, interactions with Jordan Brand athletes and multiple gifting opportunities from the brand.
The team I worked with had to produce three key features of the weekend: 1) Players’ Lounge within their hotel, 2) a branded experience at Nike HQ for their practice and team building exercises, and 3) their closing dinner. I concepted and helped program details for each feature.
1) The Players’ Lounge was a place for the kids to express themselves and socialize during their downtime. We also needed it to feel removed from the rest of the hotel and ensure their safety. This space would serve as their welcoming destination and homebase for the weekend. According to the client it also needed to represent Brooklyn as this was the showcase’s official return to the area. Using their event VC we created an entry way showcasing all of the players that leading to a “bodega” themed recharging area, complete with snacks, refreshments along with phone chargers and personal items. Beyond that point there were spaces for lounging, reading, and playing games (traditional + video game consoles). There were styling stations with branded mirrors to show off their looks, and even concierge stations for assisting players.
2) Customized practice court and styling session at Nike HQ. We took the event VC and used it to do a Jordan Brand Classic takeover of the office. We outfitted the stands, signage and court branding to have some consistency with the arena court they would play on the next day. This included fabrication of the two keys areas of the court and the half court logo. For the teams not practicing, those players would either take part in a wellness exercise or a styling session. Our team programmed the entire day so that everyone could take part. Stylists were on hand to help players put together a full Jordan Brand look that they would wear for their big “tunnel fit” entrance. Once the day had wrapped, all of our players would be transported to the final feature before the big game the following day.
3) The final part was the closing dinner. The players would have a pre-meal mocktail party with a DJ and Photo Booth. To stay in the Brooklyn theme I came up with a Notorious B.I.G. inspired photo moment. Players posed in a throne with props like crowns and basketballs. I picked the furniture, table decor, directed branding placements, set out the seating style, and designed the stage for the fireside chat with Jordan Brand athlete, Carmelo Anthony. I created the dinner and drink menu, as well as art directed its design. We had branded ice breaker cards with debate questions/topics that I came up with. All of the questions/topics were based around the Jordan Brand legacy (products, partnerships, players). I set the floor layout up so that the players start on one end of the venue for the pre-meal event, go around to dinner, then exit through a separate doorway room where they could collect a highly coveted shoe that had yet to release to the public. It was the big final surprise for their weekend and we had to keep that stash a secret all night.
