Dropping Membership Into Sneakerhead Culture
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.
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 design reflected his Chicago and sneaker culture roots.
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.
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.
Earning It
