HARDEN VOL 1

It’s rare that you get to launch a signature athlete’s first shoe. The best part about working on Harden Vol 1 was starting with a blank slate — building his brand and his creative positioning from the ground up.

By 2016, Harden had already positioned himself as a disruptive force on and off the floor - as a player who sees the game differently and as the leader of the new fashion wave that would engulf the NBA. Using disruption as a focus for our campaign was a part of his DNA.

The red thread of disruption drove our approach to the photo shoot, photography treatment, design elements and voice of the campaign. From retail to digital, VR and more - we set out to Wake The Game Up.

Design Director - Mark Dayao
Art Direction / Design - Jonah Nolde
Copy - Me