Sharing Sneakerhead Culture
Don C Collaborates with American Express
The Challenge
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.
The Rollout
With a comprehensive media relations program, this partnership to inserted American Express into the cultural conversation of the young adult target audience.
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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
Strong media relations activity drove coverage in relevant publications for the target audience.
Results
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0 millionEarned Media Impressions
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0 millionOrganic Social Media Impressions
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0 minutesSellout of Limited Edition Sneakers
Press Features
