adidas: James Harden Imma be a star by Matte Projects

Role: Brand strategy and campaign development

To support the launch of James Harden’s second iteration of his signature shoe, I worked with adidas to create the “Imma Be a Star” Block Party.

The campaign moment saw Harden return to the place where it all started for him - Audubon Middle School - to unveil 12 new outdoor basketball courts. The event included on-court basketball competitions and games led by some of the sport’s top trainers, plus live musical performances by Rick Ross and Famous Dex.

The “Imma Be a Star” campaign moment was inspired by a note Harden left on a piece of paper for his mother as a freshman in high school listing his dreams.