During NBA All-Star Weekend 2024, JD Sports and Jordan Brand partnered on a high-energy, three-day retail and community activation merging product storytelling with basketball culture.

As Account Lead, I oversaw the full project from creative through production and on-site execution. The activation included daily Jordan shoe launches, games, premium prizes, and a live panel with NBA rookie Jaime Jaquez Jr. alongside local youth organizations.

The experience created a strong cultural moment for both brands, elevating visibility and driving major consumer engagement throughout ASW.

Results / KPIs

● Social Impressions: Content shared across Jordan Brand and JD Sports channels

generated 1M+ impressions

● Drove record-breaking store traffic throughout All-Star Weekend

● Achieved the highest weekend sales in JD Sports store history

● High engagement across all product drops, games, and panel programming

● Strong positive feedback from both brand teams on execution and impact