Jordan Brand India — Market Entry Campaign 2024

The formal launch of Jordan Brand as a standalone retail presence in India, coinciding with the opening of the first dedicated Jordan Brand store at Palladium Mumbai. The campaign centred on India's emerging basketball culture, featuring 12 of India's top basketball players alongside hip-hop, street art, and streetwear communities. A collaboration with three prominent Indian hip-hop artists produced the campaign soundtrack. The launch included a 48-hour pop-up in Bandra Kurla Complex, a basketball-meets-fashion editorial published in GQ India, and a documentary short on the rise of Indian basketball streaming on Prime Video. 28 streetwear and basketball creators covered the launch across Instagram and YouTube, generating 180 million combined impressions. The Jordan Brand store at Palladium became one of the highest-grossing Jordan retail locations in Asia in its opening month.