Jordan Brand | Bred Velvet 11 Dance Experience

Challenge
Jordan Brand wanted to mark the release of the Bred Velvet 11s in a way that felt grounded in culture and purpose. The goal was to move beyond a traditional product moment and create an experience that invested directly in young women in dance, centered on access, representation, and giving back.

Answer
In partnership with Jordan Brand, we produced a private dance experience led by Joya Jackson with 15 dancers from Lula Washington Dance Theatre. The activation paired movement and mentorship with early exclusive gifting of the Bred Velvet 11s. Each dancer was outfitted head to toe in Jordan Brand gear, reinforcing the idea that this was not a one off appearance but a moment of real investment and recognition.

Consumer Journey

• Invitation only studio session with local LA dancers

• Full Jordan Brand outfitting upon arrival

• Choreography led by Joya Jackson focused on confidence, discipline, and self expression

• Early exclusive gifting of the Bred Velvet 11s

• Group session designed to feel collaborative, focused, and personal rather than performative

My Role
Creative Lead. I shaped the experience narrative and partnered with Jordan Brand to ensure the activation stayed intentional and participant first. I helped align talent, gifting, and environment into a single cohesive experience that prioritized the dancers over the product.

Outcome
The release moment became a lived experience rooted in access and opportunity. For the dancers, it was time, attention, and recognition. For Jordan Brand, it reinforced a long standing commitment to investing in the next generation of women who are building their craft.

No dream is too big, no goal is too far away. Enjoy the journey.