Jordan Brand ASW Activations
Project Overview
Project Name:
Jordan Brand ASW Activations
Client:
Jordan Brand (via Game Seven Agency)
Year:
2026
Event Type:
Brand Activation / NBA All-Star Weekend
Role:
Sr. Experiential Producer
Project Description
As Sr. Experiential Producer with Game Seven Agency, I produced all food and beverage moments across Jordan Brand’s full NBA All-Star Weekend programming and led production on all off-the-court activations at Jordan Brand House in Inglewood.
Jordan Brand House was a multi-day activation space that included a full basketball court, LED stage and performance area, retail showcase with limited-edition All-Star Weekend releases, and a branded exterior with aerial Jumpman rooftop signage visible across the neighborhood. Programming spanned a media preview for press and cultural creatives, a “Meet the Neighbors” community activation that brought 45 students from Inglewood High School for first access to the space, a Friday night block party with a full street closure, and ongoing retail and lifestyle programming throughout the weekend.
Execution Details
Type of Experience:
Multi-Day Brand Activation
Audience Size:
250+, Invite-only, talent, production + crew, stakeholders
Location:
106 E Manchester Blvd, Inglewood, CA (adjacent to Intuit Dome)
Format:
Retail experience, live court, stage performances, F&B, community programming, media events
Duration:
February 12–15, 2026 (NBA All-Star Weekend)
Impact
Jordan Brand House was the brand’s flagship physical presence during NBA All-Star Weekend, the ninth consecutive year Jordan outfitted All-Stars. The activation extended well beyond product, embedding Jordan Brand into the Inglewood community through intentional programming that connected local residents, media, athletes, and fans. The space was covered by Complex, House of Heat, and sneaker media nationally, and the “Meet the Neighbors” moment was a standout: a genuine community-first gesture that gave local students access before anyone else walked through the doors.
