Project Overview:

As part of NBA All-Star Weekend 2025, Jordan Brand brought the heart of the game to Oakland with Fam Fest — an immersive, community-centered celebration that connected basketball, culture, and the Bay Area’s unmistakable spirit. This wasn’t just another stop on the All-Star map; it was a homecoming. Rooted in the Unbannable campaign, Fam Fest reminded Oakland — and the world — that nothing can stop us. Greatness can’t be banned, and neither can the cultural force that Oakland continues to bring to sport, music, and style.

Hosted by Oakland’s own Marshawn Lynch, Fam Fest delivered an unforgettable day built for the community. The event featured exclusive product drops, interactive brand exhibitions, and hands-on community activations that put the people of Oakland front and center. Jordan Brand athletes like Jayson Tatum, Nick Young, and Maxx Crosby made appearances, connecting directly with fans and the next generation of hoopers.

The day was a true Oakland affair. Bay Area artists like Kehlani, Larry June, Mistah F.A.B., Seiji Oda, and LaRussell headlined live performances, with surprise appearances from Quavo and 2 Chainz. Local dance crew Turf Inc. brought the city’s signature style to life with an electric dance battle, and a youth basketball clinic led by Lethal Shooter and Dennis Dixon gave young players the chance to sharpen their skills while feeling seen by their community.

We also partnered with local artists to design customizable merchandise, giving attendees the opportunity to put their personal stamp on the Jordan Brand experience.

Bringing an event of this magnitude to Oakland was about more than just product or sport — it was a moment of cultural investment. Fam Fest celebrated the city's resilience, its contributions to the global game, and the generations that continue to shape what’s next. It was a loud, proud reminder that Oakland is unbannable — and nothing can stop us.

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Scope of Work

• Concept & Development: Worked closely with Jordan Brand to help curate the event’s vendors, proposed artist collaborations, and shape the creative direction to ensure the event authentically reflected Oakland’s community and aligned with the Unbannable campaign. 

• Photography: Captured  event coverage, including athlete appearances, community activations, live performances, and behind-the-scenes moments, with a focus on showcasing the energy, culture, and pride of the Fam Fest experience.

• Post: Collaborated with editors to establish the visual look and tone for the final assets, providing input on selects, color treatments, and narrative flow to ensure consistency and alignment with Jordan Brand’s storytelling vision.