Our challenge
After a multi-year hiatus, the Jordan Brand Classic was set to make a big return by showcasing their HS All American game in New York City, the mecca of Basketball.
The Jordan Brand Classic was going to be the last HS All American event of the season and the Jordan Brand faced the challenge of differentiating and distinguishing themselves against other competitive HS All-American games.
To do so, the Jordan Brand team honed in and emphasized their brand position as a legacy cultural and lifestyle brand.
The Jordan Brand Sports Marketing team partnered with BeCore to creatively support the development and execution of the holistic Athlete Experience and programming throughout a 3-day event.
Our solution
As the lead agency, BeCore supported curation and management of the HS Athlete’s 3-Day Experience in NYC. With a focus on lifestyle and culture, BeCore adapted Jordan Brand event guidelines and impact on culture into tangible experiences for the athletes in attendance each day. BeCore first created an “Always On” experience in the Player’s Lounge at their Hotel then rotating programming around the city throughout their 3-day Journey.
Player’s Lounge - The Lounge consisted of a Brooklyn-inspired bodega buildout for ongoing distribution of amenities, Jordan Brand Accessories, and Snacks/ beverages. Additionally, the lounge included programmable spaces such as the gaming center with appearances from a YouTube streamer, Product Customization, Styling Services, Custom Player Card photobooth, etc.
Day 1 - our team collaborated with Jordan Brand to create a Welcome Dinner experience filled with special guest, Carmelo Anthony and exclusive product seeding for unreleased Travis Scott Jumpman Jack sneakers.
Day 2 - BeCore supported Jordan Brand in hosting practice sessions and SLAM Magazine photoshoots at the Nike NY HQ office filled with NBA Scouts and media. Ending with a dinner at a local favorite, Scarrs Pizza.
Day 3 - Jordan Brand Athletes participated in a community event to help kids in need around Brooklyn. BeCore then helped prep each player for the Tunnel Walk by providing Hair & Make Up services. Lastly, BeCore set the stage for the players by overhauling Barclays Center with a graphics installation and locker room build outs in less than 8 hours turnaround time.
Our success
The results were unmatched. Jordan Brand provided these athletes with a completely unique experience different from any other All American game the had previously been selected to and created memories that’ll last a lifetime.
Parents, coaches, and players raved about their Jordan Brand Classic experience and applauded it as a great way to end the season for select All Americans.
Their 3-Day Experience was focused on complete immersion of the Jordan Brand’s lifestyle and impact on culture. From getting to interact with legacy Jordan Brand Professional athletes, to getting personally styled by professional stylists & pro athletes, and much more, the All Americans were able to focus on how their on-court game heavily impacts life off-the-court.
KPIs
4,000 attendees
3 days of athlete programming