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 2025 - September 2025

Credits:

Client: Nike

Agency: Free Lunch Agency

SOW:

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

The Athletes:

Amel Cook, Bella Harmon, Cole Holden, Cydnee Bryant, David Conerly, Demarcus, Gene Roebuck, Hamiley Arenas, Harrison Harper, Kaeli, Kylee Yeh, Savannah Myles, SJ Madison, and Trevon Carter-Givens

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.

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

I provided design and production support across the full suite of event assets—from invites, signage, court graphics, vinyl applications, hang tags, photo/social overlays, and program materials to the custom Nike 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. I contributed design support, art direction, and production management across key elements, including the event gallery, graphic assets, and the overall visual language used throughout the space.

My contributions for this phase also included designing and producing three additional enamel pins for all the athletes and Nike team, which were part of the gifting experience. I oversaw the full production process from concept to final delivery.

Phase 3 brought the program full circle, creating a moment of recognition, connection, and culture for LA’s next generation of hoopers.