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Dropping Membership Into Sneakerhead Culture

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Amex Releases Card Member Exclusive Kicks at NBA All-Star Weekend
The Challenge

American Express Authentically Kicks off the 2020 NBA All-Star Weekend in Chicago

Known for its stars on the court and connection to pop culture off of it, NBA All-Star Week 2020 in Chicago presented league partner American Express a unique opportunity connect with the league’s influential fans.

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Don’s design reflected his Chicago and sneaker culture roots.

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We created a suite of digital assets that we shared across owned, earned, paid and partner channels that featured Don sharing his inspiration for the sneakers and why he collaborated with Amex.

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We inserted American Express into the All-Star Weekend conversation with a full court amplification press that grabbed the attention of sneakerheads and NBA fans.

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    Tease

    Social media content helped drive initial interest in the collaboration.

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    Show

    American Express launch event with key influencers and NBA players helped draw attention to the project.

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    Amplify

    Comprehensive media relations drove coverage in relevant publications for the target audience.