To help American Express gain share of voice during the busy weekend of NBA All-Star, we partnered with Chicago culture icon Don C on AmEx’s first-ever sneaker release during the 2020 NBA All-Star weekend in Chicago. Working closely with Don C on all creative, AmEx created custom brand-inspired sneakers released online exclusively to Card Members, reinforcing the powerful backing of the brand, generating unique relevance with consumers and NBA fans.
The collaboration was amplified across brand, talent and NBA social channels. The additional spotlight was on Don’s small business, RSVP Gallery, to help drive coverage of a unique locally-owned small business in keeping with American Express’ Shop Small campaign.
