During NBA All-Star Weekend 2026, Jordan Brand took over Los Angeles with Inglewood as the epicenter. Forth+Back shaped a cohesive story across every touchpoint, from the Jordan Brand House to retail and beyond.
The House became the heart of the weekend, hosting basketball tournaments, dance battles, swap meets, and hoop clinics — all designed to create real, lasting impact in the community. Bold reds and deep shadows, inspired by the AJVI Black/Infrared MJ wore when he won his first ring, anchored the visual system across every activation.
From event signage to invitations, wayfinding, and scoreboards, every touchpoint was unified through a visual language that blends historic blackletter influences with modern sans serifs — embracing imperfection, authenticity, and the real textures of the community.
