Nike | LA Don’t Play

The Program:

Nike’s LA Don’t Play is a summer-long, three-phase initiative built to connect with LA’s top high school hoopers on and off the court. April - September 2025.

Highlight:

A core highlight of this project was being hired through my studio, JU + DESIGN, to design and produce four custom enamel pins for the athletes and Nike family.

The pins served as meaningful keepsakes and brought the visual identity into a physical, collectible form.

Credits:

Client: Nike

Agency: Free Lunch

SOW:

Brand Identity, Graphic Design, Experiential, Creative Development, Content, and Production.

The Athletes:

14 elite high school athletes selected across Los Angeles.

My role + responsibilities:

Freelance Art Director + Graphic Designer —

Brand Identity, Art Direction, Graphic Design, Experiential Design, Enamel Pin Design + Production.

Phase 1: Welcome Dinner

Nike kicked off with a draft day-themed welcome dinner, where 14 elite athletes were introduced to the nike family in a way that felt earned, elevated, and unforgettable. I developed the brand identity, designed the logo and print collateral for the Welcome Dinner.

  • Visual identity for the Welcome Dinner experience

  • Logo development and supporting graphic elements

  • Menu design, table signage, and print collateral

Phase 2: Free game weekend

For Phase 2 of Nike’s LA Don’t Play program, I supported the Free Lunch team and Nike LA on creative + design development for Free Game Weekend, a two-day experience centered on performance, mindset, and community for LA’s top high school players.

My Contributions

  • On-site graphics and wayfinding across the two-day experience

  • Half-court design + vinyl graphics

  • Photo and social overlays for content capture

  • Event materials and branded touchpoints

  • A custom gradient enamel pin produced for all participating athletes

Guest Speakers + Trainers + Coaches

Free Game Weekend featured programming with respected voices in skill development, mindfulness, and culture, including:

  • @theguardwhisperer

  • @george.mumford

  • @namastemarleyrae

  • @pysngr

Phase 3: The closing Celebration

For the final phase of the LA Don't Play program, I supported the Free Lunch creative team in bringing the closing celebration to life. This event honored the athletes, their work, and the community that shaped their journey. Phase 3 brought the program full circle, creating a moment of recognition, connection, and culture for LA’s next generation of hoopers.

Collaborating with Free Lunch and Nike, I led:

  • Graphic assets for the event gallery, invites, menus and art direction for the athlete images

  • Design and production of three additional enamel pins for the athletes and Nike team as part of the gifting moment