Be Like Mike
Jordan Brand set out to celebrate the iconic 1992 Gatorade 'Be Like Mike' campaign. In collaboration, we created, curated, and directed an immersive brand journey identifying a fresh crop of Toronto talent who aspire to be "Like Mike." Drafting a starting line-up of creators in search of their first “Big Ring” — inspired by Michael Jordan's championship mindset and his unmatched commitment to greatness.
↓
The program included a custom-crafted seeding experience and a 90's inspired content capture. With visuals backed by multi-platinum music producer FrancisGotHeat, that remixed the OG jingle and a retail experience accented with hyper-local designs through the lens of the G.O.A.T. by OriginalTone for Jumpman Toronto's custom-design apparel studio.
We capped the project off with a carefully curated guest list for an exclusive in-store performance from XO Records duo 88GLAM. Marking the occasion as the only time, other than NBA All-Star Weekend, for the space to reach fire code capacity — connecting the collection, the content and the city's hottest currents to the climate of Toronto culture on the coldest night of the year.
