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.
SOW:
Brand Identity, Graphic Design, Experiential, Creative Development, Content, and Production.
Credits:
Client: Nike
Agency: Free Lunch
My role + contributions:
Freelance Art Director + Graphic Designer — Brand Identity, Art Direction, Graphic Design, Experiential Design, Enamel Pin Design + Production..
Phase 1
Welcome Dinner
Location: Nike HQ | Los Angeles, CA
Nike's LA Don't Play kicked off with a Draft Day-inspired Welcome Dinner at The Nike LA Headquarters, officially welcoming 14 of Los Angeles' top high school basketball players into the Nike family. I developed the visual identity and designed the logo and print collateral for the evening, creating an elevated brand experience that extended across menus, table cards, hang tags, and event materials.
Phase 2
Free Game Weekend
Wellness + Training Camp
For Phase 2 of Nike's LA Don't Play program, I supported the Free Lunch team and Nike LA on creative development for Free Game Weekend, a two-day experience centered on performance, mindset, and community for LA's top high school athletes. My work included event invitations, athlete name cards, banners, court graphics, vinyl applications, locker graphics, hang tags, photobooth assets, program materials, and the design of the signature Nike gradient enamel pin. I led production from concept through final delivery.
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.
