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Dropping Membership Into Sneakerhead Culture

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.


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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    Social media content helped drive initial interest in the collaboration.

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

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