Jordan Brand Global:
Chicago City Handbook
Client: Nike, Jordan Brand
Role: Creative lead, creative strategist, copywriter
Year: October 2019
To introduce the Global Brand Team to the City of Chicago for 2020’s NBA All Star Weekend, Jordan Brand needed a guidebook that delved into all things Chicago.
In 40 pages, we highlighted the city’s neighborhoods, iconic train lines and residents—who live and breathe authenticity, especially when it comes to basketball, sneakers and the legends who grew up here.
Jumpman-style photography was combined with anthemic copy heralding Chicago as the city of sport.
A key component of All-Star Weekend Chicago—
The train lines: not only an inspiration for the player’s uniforms you see on court, but a roadmap leading the client through the places and spaces that comprise the history and ethos of Chicago basketball culture.
Eight locations along each train route, chosen for their historical significance to Chicago basketball, were utilized for the launch of Nike and Jordan Brand’s 8 official NBA All-Star Weekend collections.
In each location, the storytelling infused within the space proved as the perfect staging ground for the new life and creativity borne out of the new collections, designed by 8 Chicago collaborators handpicked by our team.
We chose 8 collaborators who resonated with the year’s theme of UNITE— and who all had ties to each Chicago train line. See some of their collections here.
