Campaign · Atlanta Hawks
Pass The Jersey
The ask
The Atlanta Hawks were launching their City Edition jersey under the theme "Lift As We Fly." We were asked to turn that into something that actually felt like Atlanta, and have it ready for launch day.
What we made
Pass The Jersey. A relay film where the city hands the jersey off, person to person, each one naming what makes them part of the culture, building to a full reveal at the end. We pulled the right people from across Atlanta, Dominique Wilkins, Big Tigger, DJ Jelly, Greg Street, Nuface, Kandi, and more, and put the whole thing together on a launch-day clock.
What happened
The Hawks loved it. The city saw itself in it. A jersey drop became a moment that belonged to Atlanta.
2023-24 Nike City Edition reveal·Passed hand to hand through ATL culture·A launch the city co-signed