NY Knicks Statement Campaign Launch
Nike's Statement Edition jersey is more than a uniform — it's a declaration of identity. For the New York Knicks, this launch needed to honor the history of the franchise while signaling a new chapter. I directed the full creative campaign around the jersey reveal, spanning video, photography, and digital activation.
The brief was clear: make the city feel something. The Statement jersey launch was one of the most high-profile moments of the season, timed to coincide with the broader Nike NBA partnership rollout.
I built the visual concept around the idea of the jersey as artifact — something sacred, passed down. We shot the jersey itself in dramatic, isolated close-ups against pure black, treating it with the reverence of a museum piece. Then we cut to the energy of the streets: pickup games in Rucker Park, subway platforms, bodegas, the Manhattan skyline at dusk.
The edit rhythm was designed to build from stillness to chaos — whisper to roar. We open on the jersey alone in silence, then layer in the sounds of the city, dribbles on concrete, train brakes, crowd noise. By the time the players appear in-arena wearing the Statement jersey, the energy has reached a peak.
This was one of the first projects where I had full creative autonomy at MSG — concept through delivery. The trust from leadership to let the in-house team lead a Nike partnership campaign was a turning point for what the role could become.
The campaign ran across all Knicks digital channels, in-arena screens, and social media. It set the visual tone for the season and proved that in-house creative teams can produce at the level of external agencies when given the latitude to execute.