Union LA x Jordan
Late Night with Union

Union Los Angeles and Jordan Brand turned sneaker culture into a cultural moment at NBA All-Star Weekend with Late Night With Union. We helped shape the concept and campaign, reframing a classic Air Jordan 1 release as a narrative experience rooted in basketball history, style, and community. Using late-night talk-show language as the creative frame, the work bridged heritage and contemporary culture — giving fans early access to the Union × Air Jordan 1 (“Chicago/Shadow”) while situating the drop inside a larger story.

Inspired by Michael Jordan’s iconic Late Night with David Letterman appearance in the 1980s, the campaign leaned story first. Visuals and narrative cues pulled from vintage talk-show aesthetics, creating a platform where product, history, and culture intersected. The result wasn’t just a sneaker release, but a celebration of 40 years of sneaker culture — told with context, character, and intent.