Hovercraft

Jordan BrandHUB23

NBA All-Star — Chicago, IL

A crowd under purple light in front of the UNITE stage, with a glowing UNITE cube hanging above

Overview

A mecca to high school championship hoops and street culture for Jordan Brand’s return to Chicago at NBA All-Star Weekend. Located at the site where the original AJXI commercial was filmed, we recreated the iconic basket that overlooked a full court build out for the CPS championships and an immersive streetwear market highlighting the brand’s collection with local collaborators.

Scope

  • Concept Development
  • Art Direction
  • Experiential Design
  • Brand Design
  • Merch Design
  • Animation
  • VFX
  • Creative Production
  • Production Management
The Jordan Jumpman lit above the arched entrance of the building at night, with colourful banners at the doors
A long scaffolding tunnel lined with light tubes and hanging jerseys
A white court with the UNITE logo and orange and rainbow gradient keys, seen from above
The entrance hall, with HUB23 and Welcome Chicago banners and a UNITE banner hanging in the middle
A yellow All-Star jersey framed in black scaffolding between light tubes
The blue Social Wonks room, with hoodies on mannequins in front of stacked crates and a boombox
A white graphic hoodie hanging from a basketball hoop on a yellow wall
Purple merch carts with Air Jordan wings in front of a wall of pink crates
A red Off-White Air Jordan wings logo glowing on a red wall
A red room with a speaker and round windows showing a figure on a court
A basketball hoop in front of a red-lit wall in the dark arena
An orange tie-dye hoodie on orange crates
All Star One posters and an orange wall with the All Star One logo
Pink fridges full of drinks and lemons in front of a wall of pink crates
Red-lit scaffolding rooms seen from above

event stats

The largest four day activation in brand history with an insane cultural turnout — Vigil Abloh, Kim Jones, Teyana Taylor, multiple Jordan athletes (Zion, Westbrook, Pippen) and numerous musicians.

4
days
20k
guests
3
awards
A crowd in front of the UNITE stage, a wall of purple and pink light boxes under the UNITE sign
The UNITE sign with the Jumpman, hanging in the rafters
Racks of colourful apparel and display tables under pink-lit scaffolding
Hands wearing championship rings
A black HUB23 staff hoodie on a grey card
An Air Jordan wings pin with a rainbow basketball, and a Chicago CHI pin with the Jumpman and four red stars, on a grey card