Hovercraft

Jordan BrandClassic

New York, NY

Giant white JUMPMAN letters and the Jordan logo on the plaza outside Barclays Center

Overview

An end-to-end experience for the annual JBC, held at Barclays Center. From campaign to stadium, retail to players lounges, we touched every aspect of the event for the 5th year straight.

Scope

  • Concept Development
  • Strategy
  • Art Direction
  • Seeding Kit
  • Retail Design
  • Customization
  • Brand Design
  • Merch Design
  • Animation
  • Content Capture
  • Creative Production
  • Production Management
  • Event Management
A street-corner storefront in Brooklyn wrapped in Jordan Brand Classic posters
A wall of colorful Jordan Brand Classic posters with QR codes and Jumpman logos
The Brooklyn store interior with display tables, shelves of sneakers and a colorful scaffold rack
The Brooklyn store from the entrance, scaffold racks of apparel and “Brooklyn” in white letters on the floor
A glass display case holding Brooklyn sneakers, magazines and photos on a white plinth
A red, white and green sneaker on a stone pedestal in front of Jordan Brand Classic posters
A shoe-shine chair on a white plinth beside racks of colorful apparel
A retail counter with printed T-shirts under a Jordan Brand Classic sign
Sheets of pastel Brooklyn stickers fanned across a table
Guests at a counter, one in a white hoodie checking a tablet
A black T-shirt with a Jordan Brand Classic seal and a black BK heart T-shirt hanging on a pegboard wall
Hands holding a red and white sneaker at a customization station
Two white T-shirts on a purple photocopied texture, the back printed “Hoop here, hoop anywhere” with a red Jumpman

event stats

Bringing in the top 52 high school basketball players, Jordan Brand creates an elevated experience for these future stars. With 26 girls and 26 boys, Jordan Brand Classic provides a platform for the kids to shine through a unique invitation system, Digital and OOH promotion, a player lounge, in-arena game experience and consumer activations at retail.

3
days
52
athletes served
11k
attendees
The Barclays Center court from above, the scoreboard showing the Jordan Brand Classic
A fan in a blue hoodie and cap watching the game beneath the arena scoreboard
Arena LED boards reading Jordan Brand Classic and 2:00 PM above a lit Jumpman screen
A neon green player card with a portrait, the name Cooper Flagg and the number 32 on black
A black and salmon Jordan Brand Classic poster with a basketball hoop net around the letters JBC
A black and white poster for April 19–21, 2024, reading Jordan Brand Classic, Class of ’24, Brooklyn NY
A teal poster reading Approved for Takeoff with a Jordan Brand Classic flight authority seal
A row of colorful Brooklyn posters beside a Jordan Brand Classic poster along a gallery wall
Two players holding gold medallions on court, teammates behind them
Flat-lay of gray and black Jordan Brand Classic jerseys and shorts with patches, labels and a flight authority seal on a dark texture
An orange “Approved for Takeoff” Flight Authority graphic on the hardwood court
A silver suitcase with a red Jordan strap above feet in red and white sneakers
A silver foil bag with a salmon Jordan Brand Classic sticker