For NBA All-Star Weekend 2026 in LA, Jordan Brand took over the city with Inglewood at the center. Forth+Back helped shape a cohesive identity across every touchpoint for the event, from the Jordan Brand House to retail locations throughout the city and beyond.
The Jordan Brand House became the heartbeat of the weekend, hosting tournaments, dance battles, swap meets, and clinics. Drawing from MJ’s Black/Infrared AJVI, the palette of bold infrared and deep black carried across all collateral. From signage and invites to wayfinding and scoreboards, each element blended the heritage of custom blackletter with a manipulated Jordan sans. The system leaned into imperfection, authenticity, and the textures of LA.
