JORDAN — Unbannable
2025 / Amsterdam
Reignite a brand origin story for a new generation of employees
ASK
Turn a 40-year-old act of defiance – Nike paying the 1985 NBA fines over Michael Jordan’s colourful sneakers – into a rallying cry for a new generation.
ANSWER
We took over Nike’s Hilversum campus to reawaken a sense of positive rebelliousness. We connected Jordan’s past, present and future through an interactive exhibition that included iconic Jordan memorabilia, a pre-release AJ1 competition, custom Jumpman Quenchers, cinnamon buns in Jordan colours, and a ‘Travel Kiosk’ spotlighting Free The Youth, a Ghanaian creative collective using art and community to drive change. Employees also took part in a 1-on-1 tournament on a blacked-out court where a DJ and Hype Crew kept energy high.
WHY IT MATTERED
- Connected past rebellion with future innovation, making heritage feel fresh.
- Built employee pride and excitement over the continuing cultural impact of Jordan.
- Blended culture, community, and creativity.
- 583 photobook snaps taken in the Travel Kiosk.
- 1,400 custom sparkling water infusions created.
- 1,600 cinnamon buns served (700 classic, 600 Oreo, 300 raspberry).
- 2,000 Free The Youth zines designed and distributed.
WHAT WE DID
Concept & Design / Production & Run of Show
