In 1985, Michael Jordan proved to the world that greatness is unbannable. Four decades later, Jordan Brand set out to reaffirm that belief with Jordan Fam Fest: a celebration of the Brand's culture, legacy, and family, in collaboration with Oakland icon Marshawn Lynch.

The Jordan Brand team partnered with SSS to help shape the overarching concept for Fam Fest and design an event that honored both the brand’s rich history and Oakland’s vibrant community.

Our primary goal was clear: stay true to both Jordan Brand’s essence and Oakland’s roots. To ensure authenticity, we worked closely with the Jordan Brand team and assembled a team of Bay Area natives to bring unique cultural knowledge of basketball, Jordan, and Oakland to the event. These insights allowed us to recommend local talent and partners to highlight during the weekend and help create programming that best served the community.

We brought our vision to life through a design system informed by Jordan Brand’s visual language, including spatial design for the weekend, event signage, motion graphics, print materials, invitations, and scenic elements.

The result was a weekend that not only celebrated sport, competition, and sneaker culture, but also created a space for the next generation of athletes and sneaker fans in the Bay Area. With exclusive drops, immersive exhibitions, community showcases, and more, Jordan Fam Fest was a true reflection of its roots.