On January 25 in Los Angeles, Jordan Brand revealed the Future of Flight to the world. On the night of the first-ever
NBA All-Star Draft, we offered media and consumers an experience showcasing the best of the Brand, cementing our
position as the rightful host of All-Star 2018 and beyond.
NBA All-Star Draft, we offered media and consumers an experience showcasing the best of the Brand, cementing our
position as the rightful host of All-Star 2018 and beyond.
Audience
Global Media, NBA on TNT Audience, Local High School Players
Role / Responsibility
Internal Agency Lead, Project Manager, Concept and Strategy, Event Execution
City
Los Angeles, CA
For the first time ever, Jordan Brand owns the NBA All-Star Edition uniforms. To elevate this moment, we led a panel discussion featuring Kenny Smith, Spike Lee, Aleali May, Shea Serrano and Don C, coordinated a live broadcast with TNT, invited the Sickest in the Game to a global high school basketball double header, and celebrated with a special performance by Travis Scott.
NBA on TNT broadcasted their Thursday night show live, debuting the All-Star jerseys to millions of people.
The Global basketball community witnessed an international double header; Wings and LA consumers watched China vs Korea, and Shareef O'Neal of Crossroads hit a buzzer-beater to defeat Beverly Hills.
Travis Scott closed out the evening with a live performance.