Brand Experience
Jordan Brand
Jordan Brand Classic Chicago
year
2022
capabilities
Jordan Brand emphasized its deep connection with Chicago by honoring Michael Jordan's legacy through the annual Jordan Brand Classic. The goal was to spotlight young elite athletes over three days of play across three venues, enabling high school seniors to follow in the footsteps of JBC alumni like Kevin Durant, Blake Griffin, and LeBron James.
Partnering with Jordan Brand, TAIT brought this prestigious event to life. At 167 Green Street, a practice court with bold graphics and VIP views inspired teams. Hope Academy’s gymnasium transformed into a branded arena, making young athletes feel like basketball royalty under the motto "Here for a reason."
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The event featured dynamic entertainment from tumbling teams, drum lines, DJs, and dance squads. Over 30 WINGS Scholarships were awarded during the boys' halftime show. Athletes experienced VIP treatment with personalized lockers and an epic entry tunnel. At the Chicago Athletic Association, players enjoyed a glam salon, life skills sessions, a post-game afterparty, and interactions with Travis Scott. The 21st Jordan Brand Classic elevated young athletes through competitive gameplay and delivered an unforgettable, immersive experience for fans, demonstrating Jordan Brand's commitment to nurturing future basketball talent.
Credits
produced by
productionglue, now tait
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