Just Don x Amex Shoe Release

To boost American Express' presence during the NBA All-Star weekend, we teamed up with Chicago culture icon Don C for Amex’s first-ever sneaker release in 2020. Collaborating closely with Don C on all creative aspects, we designed custom brand-inspired sneakers available online exclusively to Card Members. This move underscored the strong support of the brand while resonating uniquely with consumers and NBA fans.

The collaboration gained traction across various channels including Brand, talent, and NBA social media. Additionally, it shed light on Don’s small business, RSVP Gallery, aligning with American Express’ Shop Small campaign to spotlight locally-owned businesses.

In parallel with the launch of the Amex-only shoe, we organized a three-day, invitation-only event for Card Members held at The Violet Hour, a Chicago speakeasy. We collaborated with renowned chefs from across Chicago to enhance the experience. Throughout the weekend, guests enjoyed surprise appearances by Don C, the Westbrooks, Shaquille O'Neal, and other top NBA talent.'

Yes, bots 🤖 got a hold of launch day and wiped us out. BUT we were able to get them into our Member's hands.

🔗  Forbes


American Express x Just Don


Creative Direction




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