adidas x James Harden

Harden Vol. 5 - Brooklyn

In response to James Harden’s blockbuster trade to Brooklyn, I led a rapid-turn, guerrilla-style campaign designed to meet the cultural moment and make a meaningful impact — fast. Within days, we concepted and executed an activation that celebrated Harden’s arrival and supported local Black-owned businesses in New York City.

The campaign leaned into earned media and real-world placements that blended purpose and presence, reinforcing adidas’ commitment to community and cultural relevance. From messaging to media placement, every move was designed to feel bold, immediate, and grounded in authenticity.

Results:

• 100% product sell-through

• Local and national media coverage

• Proof that agility + cultural fluency = real impact