Nike / Jordan - Jordan x Quai 54
Campaign Date: 2023
Amplify + Jordan celebrate Pan-African iconography and the streetball roots of Quai 54...
Challenge
Reconnect Jordan and Quai 54 to the Youth of Paris and its suburbs.
The challenge was to celebrate the Jordan x Quai54 20th collaboration in an engaging and joyful way, bringing to life the core DNA of Jordan: audacity, creativity, togetherness
Insight + Strategy
Quai 54 was created in an abandoned field in the suburb of Levallois by Hammadoun Sidibé (who grew up in the difficult district of Henri-Barbusse in Choisy-le-Roi). 20 years later it has become an icon of the basketball community, however, Quai 54 was starting to lose touch with its grassroot streetball origins that impacted into so many areas of culture. We wanted to invite the youth of Grand Paris to the celebration.
We wanted to capture and celebrate the red thread of streetball that ran through the community. We wanted to tap into the rhythm of streetball that permeated culture.
Solution
20 Years in the Game: Jordan x Quai 54 collection
We created a campaign that captured the story that inspired the Quai54 collection by showcasing the unique multiculturalism of Grand Paris and connecting with the local communities on a deeper level.
By paying homage to the culturally rich roots of the African diaspora in Paris. We did this through linking to and highlighting today and tomorrow’s talents and creators including athlete Christopher Dauby, Cheetah The Curator, Ghita and Aristide all to make the collection a celebration of culture influenced by streetball and a universal symbol of self-belief.
We're a global creative agency specialising in experience and culture.
We join the dots between people, brands + culture.
Amplify create big ideas, campaigns, experiences and platforms designed to be amplified at every touchpoint and across the entire marketing mix. We think globally but activate locally, have hubs in London, Los Angeles, New York, Paris and Sydney and operate all over the world.
We were founded as a 'home for creative people and clients' on a shared mission to join 'the dots between people, brands and culture'. We know we have two clients, both the brands that give us the killer briefs and the often hard-to-reach audiences they're trying to engage. Through our campaigns, we find cultural spaces where a brand and audience can come together to create conversation, community and culture - building loyalty and long-term relationships.
We ensure brands cut through in this busy, saturated and complicated world by creating simple, moving and effective campaigns that are empathetic, often living across multiple channels.
