CLIENT
Jordan Brand Classic 2026, Foot Locker | Torrance, CA
For the 2026 Jordan Brand Classic, Jordan Brand and Foot Locker extended one of basketball’s most established showcase events into a fan experience built around product, personalization, and participation. Held at El Camino College in Torrance, California, the activation turned game-day energy into a branded environment where fans could do more than watch. They could move through it, make it personal, and leave with a piece of it.
Running from 4:30 p.m. to 9:30 p.m., the experience began at the concourse, where guests could either head straight to the court or enter a curated retail and customization journey. At the center of that path was a wearable take-home moment. Fans had the opportunity to purchase exclusive pre-branded black or white Foot Locker x Jordan Brand tees onsite, then personalize them at the customization bar using a curated Jordan Brand graphic pack offered in multiple sizes. At designated heat press stations, each piece was finished live, turning the product into something immediate, visible, and personal.
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Beyond customization, the activation unfolded through a fully integrated brand environment. Jordan Brand and Foot Locker’s presence carried across signage, staff passes, wearables, court touchpoints, stanchions, and immersive decor, creating a cohesive visual language throughout the venue. Promotional items, a healthy snack medley, and four audience engagement moments across the girls’ and boys’ games added further layers of interaction and helped sustain the experience from arrival through the final buzzer.
Agency 3-2 led execution across customization for 250-plus guests, promotional support, immersive decor, signage, wearables, and in-game audience moments, helping bring the activation together as one connected system. In addition to the live event, the team also supported production of the Lethal Shooter video filmed at the Players Mansion to promote the AJ 40/20 release, extending the broader campaign through a high-energy content moment tied to the same product story.
The final experience gave fans a more direct way to engage with Jordan Brand and Foot Locker through product, self-expression, and live participation. What took shape at Jordan Brand Classic was not simply branded visibility, but a fan journey designed to feel tangible, memorable, and fully connected to the culture of the game.
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