Project Information

Nike Jordan


The Jordan team was launching a new line of shoes to celebrate the athletes who were coming out to play in the 2017 NBA All-Star Game. The Jordan brand has successfully released iconic footwear to coincide with industry events in the past. This year, they invited COLLINS to create a design system for the Gotta Shine campaign & experience.


Jordan had developed a series of iridescent shoes for the All-Star Game, and chose NBA All-Star & MVP Russell Westbrook as the featured athlete for the campaign. The creative work, which was shot by famed American photographer Carlos Serrao, captures the Gotta Shine qualities. With Russ as our inspiration, we developed a creative answer that amplifies the spirit of the All-Star Game.


The campaign ran nationally at retail and across traditional, digital & social media.


  • Matt Luckhurst
  • Steve Reinmuth
  • Christian Widlic
  • Anna Sternoff
  • Ashley Kasten
  • Jordan Global Brand Team

What we did