A decade of work in contemporary sports, music, technology, and internet culture.
Working with some of the most innovative brands and agencies in their respective fields, leveraging expertise to drive impactful, culturally resonant strategy all the way through to execution.
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11. Club Jamaica
Client: adidas
Agency: Dent
Role: Strategy & Casting
Date: 11/03/2023
Location: London, UK
Project: Launch of the adidas Jamaican National Kit by Grace Wales Bonner
Brief:
Launch the new adidas Jamaican National Kit, designed by celebrated designer Grace Wales Bonner, with an event strategy that embodies the cultural heritage and contemporary aesthetic of the design. The focus was on building a memorable, authentic experience that would resonate with London’s diverse community and Jamaican diaspora.
Approach:
I developed the strategic approach for the London launch, curating a network of culturally aligned partners and collaborators to bring the vision to life. This involved selecting key figures, brands, and community influencers who would amplify the kit’s cultural significance and ensure the event celebrated the vibrant connection between Jamaican identity and the world of sport and fashion.
By collaborating with influential creatives and tastemakers within the Jamaican and broader London communities, we created an immersive experience that showcased the kit in an authentic and celebratory atmosphere. Each element, from venue choice to event design, was crafted to reflect the cultural depth and artistic influence of Grace Wales Bonner’s work.
Execution:
The launch was brought to life through a seamless fusion of art, fashion, and music. We incorporated elements that highlighted Jamaican heritage, such as live performances, visual art, and interactive exhibits, creating an environment that embodied both the cultural legacy of the Jamaican team and the innovative design approach of Wales Bonner. Our curated partners helped amplify the kit’s visibility and reach, engaging both long-time fans of the team and a wider, style-conscious audience.
Outcome:
The launch successfully positioned the adidas Jamaican National Kit as a cultural icon, garnering strong engagement from attendees and media alike. Through a well-executed strategy and partnerships, the project brought the essence of Jamaican pride and contemporary design to the forefront, leaving a lasting impact on both the London fashion scene and the adidas brand.