A85 I7462 Edit

Tapping into Sneakerhead Culture

Scroll
Don C Collaborates with American Express
The Challenge

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.

A85 I8095 Edit
DSC3452
DSC4529
A85 I8341 Edit

Don's custom design represented his beloved city of Chicago, home to NBA All-Star Weekend.

A85 I8667
A85 I8700 Edit

So we create a suite of digital assets customized for the sneakerhead audience that told the story inspiration behind the shoes.

DSC3853

Using a comprehensive media relations approach, we inserted American Express into the All-Star Weekend conversation and grabbed the attention of our target audience.

  • AXP TW 3
    Tease

    Social media content helped drive initial interest in the collaboration.

  • DSC3853
    Show

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

  • A85 I8622
    Amplify

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