Sharing Sneakerhead Culture
Help American Express Participate Authentically in NBA All-Star Weekend
As the Official Card of the NBA, the All-Star game presented an opportunity to connect with the league's young fans, who also drive sneakerhead and streetwear culture.
American Express partnered with Chicago tastemaker and designer Don C to launch a limited-edition "Amex Blue" Nike Air Force 1 High online exclusively for Card Members.
Don's custom design represents his beloved city of Chicago, home to the All-Star Game.
A suite of digital assets told the story of the inspiration behind his unique designs and the love for his city.
With a comprehensive media relations program, this partnership to inserted American Express into the cultural conversation of the young adult target audience.
Social media content helped drive initial interest in the collaboration.
American Express launch event with key influencers and NBA players helped draw attention to the project.
Strong media relations activity drove coverage in relevant publications for the target audience.
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0 minutesSellout of Limited Edition Sneakers