Friends of The Program
How do you evolve basketball footwear beyond the arena?
The current state of the basketball is so rich with culture and influence that stretch far beyond what happens on the court. From music and fashion, to food and photography, the connections to sport are endless.
As we continue to push and narrow the finite gap of basketball footwear breaching the ever-evolving world of off-court wearability, we spearheaded a pilot program that allowed us to work with collaborators who are engrained in basketball while simultaneously being tapped into different areas of influence that embody the sport.
Our team worked with several creatives including Melody Ehsani, Lethal Shooter, Koolmac, and Crenshaw Skate Club over a several month period to bring each of their stories to life on one of a kind PEs to be worn by our athletes in game. Covid presented us with new challenges and ways of working, that ultimately led to some of our best product of the season, a testament to our team and partners.
Creative Direction - Kelsey Amy
Footwear Color / GFX / Material Design - Kelsey Amy
Collaborator Relationship - Kelsey Amy
Marketing - Kelsey Amy, Sobe Okeke, Jarrett Mann
"ME"
MELODY EHSANI
"Interior of the shoe reads “we stand on the shoulders of greats”. Paying homage to our ancestors who have paved the way. The hamsa or hand of God on the sole is a symbol for protection from anything that doesn’t serve your purpose. Lots of other little Easter eggs to talk about. Featured on the court for the first time last night for Game 2 of the @nba finals worn by @jaytatum0 for his warm up."
-Melody Ehsani
TRUST THE PROCESS
1. First pass based on collaborator feedback
2. Factory issues, not possible.
How can we get close?
Can we create a takeaway element consumers can wear?
include visuals collaborator will understand
Material exploration
No samples, 1 pass,
we have to be sure.
3. APPROVED, PRESS GO!
"Inspo and Ideation"
TRUST THE PROCESS
"Inspo and Ideation"
DMV Born and Raised:
Tough/Gritty
Graphic "easter eggs" --amplify story-telling
Black Rose: Tragedy to Triumph, Underdog
Collaborator insights
Rose should be the hero, but subtle.
Concrete Sockliner, stay grounded.
No samples, 1 pass.
give factory everything they need
Singular gold rose: "success"
Enamel Pin "Locked In"
"STAY LOCKED IN"
LETHAL SHOOTER:
This shoe is an homage to my father and the tough & gritty DMV environment I grew up in. Ultimately I want to show kids that if they stay locked in they can make it out of any environment.
-Chris Matthews, "Lethal Shooter"
THE FIRST TRAINER EVER WITH A JORDAN PE.
GOD’S PLAN"
"
"Boba Boyz"
CAMERON LOOKS
TRUST THE PROCESS
"Inspo and Ideation"
Shoe should be fun!
Give it personality through graphics
BOBA BOYZ!!!
A lot of initial collaborator thoughts.
Help them focus and narrow scope
More energy, continue to evolve
"Photographers don’t get to design products. Asian American kids from the Bay don’t get their own Jordans. I worked Nike retail for 3 years & dreamed of a day like this."
-Cameron Looks
TRUST THE PROCESS
"Inspo and Ideation"
Embody skate culture, earth tones, lifestyle.
"Tobey"
CRENSHAW SKATE CLUB
Being able to work on this shoe shows that you can accomplish anything you truly set your mind to. A kid from Crenshaw can design his own Jordan shoe.
And this project represents just that.
-Tobey McIntosh
