Home   >
Jordan: The One 1vs 1

Jordan: The One 1vs 1

Culture isn't sponsored. It's created.

The One, the world's most important 1vs1 competition, touched down in Spain for the first time, driven by a global story starring Luka Dončić.

Luka Is Back · Luka Is Back · Luka Is Back · Luka Is Back · Luka Is Back · Luka Is Back · Luka Is Back · Luka Is Back · Luka Is Back · Luka Is Back ·

The concept was clear: “Luka Is Back”

Our challenge: bring that story into our own culture and connect, for real, with the local community.

Rucker Park

Taking inspiration from the energy and attitude of Rucker Park, one of the most iconic courts in urban basketball, together with @play.incolors we turned the Felipe Reyes Sports Center into a stage where the court is part of the story and the competition hits harder.

Pressure, tension and challenge

We wanted every player to feel the pressure, the tension and the challenge of street basketball. So we built an immersive audiovisual experience that ran alongside the competition and kept raising the stakes.

One-on-one in black and white, with ball and brand: it expresses the competitive concept with an editorial aesthetic.
Jordan_TheOne00003
Jordan_TheOne00012

Ecosystem of content and experiences

And because a court alone doesn't build culture, we designed an ecosystem of content and experiences around the event. Luka Dončić came on as ambassador and Sergi Llull as special guest, along with a creative strategy from the @basketball emotion team that amplified the conversation and closed with a showcase by @marquitos_ as the grand finale of the day.

Built to spark participation and organic content, with a cultural read on the fan that goes beyond the product.

Jordan_TheOne00011
Jordan_TheOne00004
Jordan_TheOne00001