WNBA AJ 4: First Class
The Jumpman.
The pinnacle of sport. An instantly recognizable symbol of greatness.
The challenge was figuring out how to celebrate the women in basketball who, despite performing at the highest level, rarely received the same recognition or spotlight as their male counterparts.
At the time, one of the biggest conversations surrounding the WNBA was the disparity in treatment between NBA and WNBA players. While NBA teams traveled first class or private, WNBA players were often stuck with the cheapest travel accommodations available.
The backlash and public discourse were loud, but the players handled it with poise, resilience, and class. They blocked out the noise and kept pushing the game forward, laying the foundation for the next generation of athletes behind them.
Our team wanted this product to reflect the way these athletes carried themselves while changing the future of the sport. A subtle evolution of the iconic Jumpman, paired with premium materials and elevated color execution, signaled something bigger than a just footwear. It let the consumer know they were witnessing change in real time. Witnessing the future of the game.
Creative Direction - Kelsey Amy
Footwear Color / Material Design - Kelsey Amy
Buildout: Kelsey Amy, Skyler Ashbaugh
"FIRST CLASS"
WNBA AIR JORDAN 4
“continuously setting the benchmark for women in sports and leaving a lasting legacy for future generations to come.”
“for the athletes who continue to pave the way for change both in their sport and in the world around them”
The shoe caught fire and instantly became one of the most sought-after PEs of the modern basketball era. Our team wanted to keep that momentum going and continue celebrating the athletes who rarely received that level of spotlight. The Diamond Jumpman quickly became a symbol for elevated moments, finding its way onto multiple product iterations as the movement continued to grow.
"COLLEGE PE"
NCAA AIR JORDAN 4
“I’ve been annoying anyone who will listen about putting a diamond in the Jumpman ball for years. Beautiful to finally see it come to life."
