Jordan Lux: (Re)defining luxury through community activation
Jordan Brand, a longstanding icon in basketball culture, continues to evolve—challenging expectations of what a legacy sportswear brand can represent. To introduce the exclusive Jordan Lux collection, we designed an activation rooted in connection: bridging the brand to a creative community often overlooked by traditional marketing, and doing so through presence, care, and shared space.
Holding Space
In New York and Los Angeles, we reimagined neighborhood cafes as welcoming sites of creative exchange—spaces intentionally shaped for BIPOC artists, musicians, designers, and cultural practicioners. These weren’t events in the conventional sense. They became hubs for collaboration, conversation, and care—where Jordan’s presence was felt not just through product, but through participation.
(Re)Defining Luxury
We asked: what does luxury mean when it’s untethered from price tags or exclusivity? Our answer centered on time—on the freedom to gather, create, and build together. Luxury, in this context, became relational. It was expressed through access, presence, and the cultivation of community. Ture luxury isn’t just about what money can buy—it’s about what your time can afford you.
Rooted in Reciprocity
At every touchpoint, we prioritized mutual exchange. We spotlighted rising creatives and ensured that the experience gave back—offering professional headshots by emerging photographers, unbranded and freely shared. The invitation wasn’t transactional; it was an opening, a gesture of trust that introduced Jordan Brand in a way that felt personal, generous, and real.
Subtle, Impactful Branding
Rather than lead with logos, we let the experience speak. Branding appeared in soft gestures—on coffee cups, coasters, and a thoughtfully designed newspaper showcasing the new collection. Guests received exclusive, not-for-sale products—a quiet signal of appreciation, not promotion.
The Impact
In a landscape where influence is often manufactured, this activation offered something more grounded. No scripts, no asks—just genuine engagement. Guests shared the experience in their own words, on their own terms. And in doing so, they reinforced Jordan Brand’s evolving identity: not just a symbol of style or sport, but a collaborator in culture and a champion of what’s next.
