Nike LA Don’t Play

The Program:

LA Don't Play-a summer-long, community-driven initiative built to connect with LA's top high school hoopers both on and off the court.

Phase One 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.

Free Lunch led the creative direction, brand identity, and experience design—including a custom seeding kit featuring a bespoke LA Don't Play varsity jacket. From concept to execution, the team crafted a premium moment that celebrated each player's potential and set the tone for everything to come.

My role + responsibilities:

Art Director + Graphic Designer

Brand Identity, Art Direction, and Graphic Design.

Services:

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

Credits:

Client: Nike

Agency: Free Lunch Agency

The Athletes:

Amel, Bella, Cole, Cydnee, David, Demarcus, Gene, Hamiley, Harrison, Kaeli, Kylee, Savannah, SJ, Trevon