Jordan Brand unveiled its first NBA All-Star uniforms in January 2018 at its Future of Flight event in Los Angeles. The game, on February 18, 2018, at Staples Center, used a captains’ format, so the black and white jerseys carried no conference names. Each showed the player’s own team logo on the chest, with the Jumpman on the shoulder in place of the Swoosh. We made it internally, Nike Brand Design EMEA with Jordan Brand, and Nike Brand Design briefed and creative directed the outside agencies.
Why it looks like this
Black and white for a debut. Jordan Brand president Larry Miller told Sports Illustrated that black and white “are always going to connect as stylish colors.” SI added that the palette fit Jordan’s color themes, would last off the court, and would not distract from the colorful All-Star sneakers.
The host city in the type. Hypebeast reported that the team logos were framed by a font inspired by Los Angeles street signs, and that the uniforms paid tribute to the host city and the players’ hometowns. SI noted stitched stars along the sides and “All-Star Edition” above “LA 2018” on the front.
From a fashion perspective, we just thought black and white was the right way to make our introduction.
Larry Miller, president, Jordan Brand, source
Press and sources
- Sports Illustrated: Jordan Execs Explain the 2018 NBA All-Star Game Jersey Designs
- Hypebeast: Jordan Brand Unveils the 2018 NBA All-Star Game Uniforms