Classic Edition Jersey

2024-2025 Season

My Role:

As the marketing manager, my role for this campaign was to write a brief identifying the brand truths and key insights, then execute cross-functionally across channel owners, design, and Warriors Studio to launch a jersey campaign for the 2024-25 Classic Edition Jersey.

Objective:

The 2024-2025 season’s Classic Edition jersey design was inspired by the Warriors’ Philadelphia Jersey. The team was founded in 1946, stamping this franchise as one of the charter members of the NBA. I was tasked with developing a campaign that aligns the Classic Edition launch with Jackie Moore’s birthday. Providing a platform that honors Jackie’s contributions to desegregating the Philadelphia Warriors, celebrates the rich history of this franchise, and engages our fans in meaningful ways by telling the untold stories of our Philadelphia legends.

Brand Truths:

Historically, this platform provides an opportunity to highlight specific moments in history and past players. It also provides an opportunity for increased merchandise sales and fan participation. During the 2023-24 season, the Warriors did not have a Classic Edition jersey platform, so it was important to capitalize on this moment. Providing a moment in time to tell the story of the fabric of this organization.

Key Insight: Game Changer

The Warriors have a history of changing the game. This didn’t start with Stephen Curry. Jackie Moore was pivotal in changing the makeup of our team. Disrupting the status quo, being exceptional, so he wasn’t overlooked. Whether he wants to claim it or not, he was a pioneer. Furthermore, the Philadelphia Warriors as a franchise were pioneers, establishing themselves as a charter team in the NBA in the inaugural season, as well as being one of the first professional teams to venture west. This organization welcomes the unknown. Changing the game is in the fabric of the organization; this is an opportunity to showcase that this has always been the case. The Warriors, from the beginning, have been changing the game and challenging the status quo.

2024-25 Classic Edition Look and Feel

Jersey Unveil

Unveil Video Concept:

The goal was to maintain the integrity of the Classic Edition platform, focusing on the initial impact of the Phila Era players and then building excitement and anticipation for what is yet to come in this new season with our new rendition of the Classic Edition Jersey. The bookends of the piece were clear. In collaboration with Warriors Studio, we thought through what we wanted to highlight in the middle of the time-lapse. We talked about the need to stay focused on identifying game changers and the legends that have come and gone throughout the decades. That mindset was essential to keeping the video clean and aligned with my brief. We planned to remain linear as we told this story.