JORDAN BRAND x NÒMARHYTHM TEXTILE | SHARED RHYTHM
+ creative concept
+ tagline
+ NARRATIVE direction
+ EDITORIAL DIRECTION
+ retail / experiential
+ BRANDED PARTNERSHIPS
objective / context
Jordan Brand partnered with Tokyo-based creative label NÒMARHYTHM TEXTILE to launch a global apparel collection rooted in craft, individuality, and baseball culture. The challenge was creating a campaign that could elevate a collection defined by subtle details and personal expression without relying on the conventions that typically drive collaboration hype during Tokyo Fashion Week.
Our task was to uncover a shared belief between both brands and translate it into a campaign that could resonate with Tokyo's creative community while remaining relevant to a global Jordan audience.
NARRATIVE FRAMEWORK
Through conversations with the NÒMARHYTHM team, we uncovered a belief shared by both brands: the strongest teams aren't built from conformity. They're built from individuals who bring their own perspective, creativity, and identity to something larger than themselves. NÒMARHYTHM describes this as a "collective of independent individuals," while Jordan has long celebrated those who carve their own path.
That shared belief became the foundation of the campaign. We developed SHARED RHYTHM, a narrative platform built around the idea that people don't need to be the same to move together. It provided a simple but scalable framework for the entire launch, from storytelling and content to retail, seeding, and events.
outcomes
TBD
HERO FILM
SOCIAL
EXPERIENTIAL / RETAIL
STANDBY GALLERY
DOVER STREET MARKET