2024 Jordan Brand Classic

The historic Jordan Brand Classic continues to be a premier stage for the next generation of basketball’s elite, blending culture, sport, and innovation to celebrate future legends. Our activation strategy at JBC 2023 was designed to immerse attendees in the Jordan legacy, delivering an elevated experience that fostered connection, exclusivity, and brand loyalty.

From footwear trialing to customization to a members lounge, we crafted a multi-layered journey that affirmed Jordan consumers’ belonging within the brand family. The event provided exclusive product previews, tailored activations, and memorable interactions that deepened engagement with both existing members and new audiences.

With strong influencer integration, digital touchpoints, and curated on-site experiences, JBC 2023 reinforced Jordan’s cultural significance while setting new benchmarks for future iterations.

Role: Strategy Lead
Client: Jordan Brand
Agency: Limitless Creative

Project Breakdown

1. Member Trialing at Nike NYC HQ

To kick off the weekend, select Nike App members and VIPs were invited to an exclusive trialing experience at Nike’s NYC headquarters, where they tested the latest innovation from Jordan Brand: the Tatum 2’s, received surprise-and-delight gifting, and trained under the guidance of Jordan Master Trainers—deepening their connection to the brand’s performance innovation.

2. Snipes Takeover

For one weekend, the Snipes flagship store across from Barclays Center was transformed into a Jordan-infused hub, celebrating Brooklyn’s rich basketball culture. The activation featured an immersive customization experience centered around the release of the Jordan 2/3, offering attendees a chance to personalize their gear and engage with the energy of JBC.

Retail & Customization Impact

  • 40% Increase in standard weekend foot traffic

  • 500+ Footwear + Apparel Customizations completed

3. VIP23 Members Lounge @ Barclays Center

Nike App members gained exclusive wristband access to the VIP23 Lounge inside Barclays Center during the JBC game, where they could compete in mini-games for prizes, enjoy complimentary snacks inspired by JBC players, and take part in unique photo moments—creating an unforgettable gameday experience.

VIP23 Lounge Engagement

  • 350+ Nike Member Sign-ins, 600+ Total Visitors

  • 250+ QR Scans (DTC shopping link for footwear)