ASK

The launch of the Player Edition of Nike Swim’s Fadeaway Boardshort featured a collaboration with NBA athlete Jordan Poole. We were asked to leverage Jordan as the face of the launch to target a male, Gen Z audience and generate hype for the product launch online.

INSIGHT

While Poole was facing critics on the court, we knew it was critical to find an angle that resonated with a sport-focused audience but also felt relatable in an effort to get our audience to see Poole beyond his reputation as an athlete. Through our research, we uncovered a pocket of the internet that saw Poole for what he is: a young promising athlete whose charisma has garnered enough attention to create an internet trend known as “The Poole Effect,” a phenomenon fans use to explain why Jordan is at his best when he sees a baddie sitting courtside (the internet’s, words not mine).

APPROACH

We aligned our campaign with Jordan Poole’s dynamic energy to connect his bold style to our audience and make a splash with the launch. The "Poole-Side" concept personified Jordan’s “cool factor” using energetic, nostalgic, and sincere photography to capture him having fun with his people in a way that felt authentic to him and his brand. Our messaging strategy connected the vibrant “Poole-Side” visuals with a subtle nod to Jordan’s courtside good luck charms.