Jordan Brand Classic 2025

The ask.

The Jordan Brand Classic has a long, inspiring history. It’s an all-star game where talented high school seniors are invited to give the nation a glimpse into the future of basketball. These are the names fans will hear for decades to come. And you get to see their careers begin. It started in the District and, after 23 years, the JBC was coming home.

I got involved with this project a few weeks before launch. We’re talking about a dream big, think fast, and whatever you do, don’t stop moving type situation. They needed messaging that hit and they needed it quick. I was happy to lace up.

The work.

The spirit of the Jordan brand is defiance. It’s having the audacity to push the limits of what people think is possible and unapologetically being you. Jordan is for the bold.

But the JBC isn’t about the brand. Not directly.

I put together a set of headlines rooted in Jordan heritage, but focused on the young hoopers hungry to start their legends. Lines like SHOW THE NATION WHO YOU ARE served as direct statements to the players and a reminder of what the JBC means to basketball culture. Other lines sought to acknowledge how this new generation had a chance to redefine the game.

My work appeared on a variety of deliverables. First through social media posts from @Jumpman23 and the players, then through media coverage, and finally at the event.

This project was a collaboration with a tight team including a creative director, producer, and myself. I led the ideation around messaging, handled all writing, and provided strategic rationale for how it should be deployed.