Tapping into Sneakerhead Culture
Authentically Incorporate American Express Into NBA All-Star Weekend
NBA All-Star 2020 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 represented his beloved city of Chicago, home to NBA All-Star Weekend.
So we create a suite of digital assets customized for the sneakerhead audience that told the story inspiration behind the shoes.
Using a comprehensive media relations approach, we inserted American Express into the All-Star Weekend conversation and grabbed the attention of our 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.