Jordan Brand took the NBA All-Star Jersey reveal to unprecedented heights, owning every aspect—from design to debut. For the first time ever, the iconic Jumpman logo graced the official uniforms, marking a historic moment for both basketball and culture.

To bring this vision to life, I led the concept, copywriting and wayfinding, and digital assets for an exclusive event that set a new standard for sports launches. Over 90 global media outlets were invited to a live broadcast on NBA and TNT, where the uniforms took center stage. The event featured a star-studded panel with Spike Lee, guided previews of Jordan Brand’s premier products, and an electrifying performance by Travis Scott.

This wasn’t just a jersey reveal—it was a cultural milestone. Jordan Brand redefined the All-Star experience and showcased its legacy's future, blending sports, style, and storytelling in one unforgettable moment.