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Sharing Sneakerhead Culture

Don C Collaborates with American Express
The Challenge

Help American Express Participate Authentically in NBA All-Star Weekend

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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.

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Don's custom design represents his beloved city of Chicago, home to the All-Star Game.

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A suite of digital assets told the story of the inspiration behind his unique designs and the love for his city.

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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.

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Results

  • 0 million
    Earned Media Impressions
  • 0 million
    Organic Social Media Impressions
  • 0 minutes
    Sellout of Limited Edition Sneakers

Press Features

Cnn business