NBA X MOUNTAIN DEW
People who compete in basketball tournaments are not there for exercise. They are driven by significance and the pursuit of glory.
Tournament design should match that tone. Heroic, memorable, and larger than life. The coolest thing people see all month. It should create a distinct enough experience to earn social and traditional media coverage. I start with a simple question: “What would be absolutely fascinating to see in person?” and worked backward from there.
For the 3X Tournament, I created memorable James Harden and Kobe hero pieces by pulling together quotes, relevant imagery, and patterns from their stories, then fragmented and layered them to create the chaotic, high-energy aesthetic of street basketball.
I designed for the athletes because if it wins over the competitors, it naturally feels cool to everybody else. Kids, family and friends respect athletes’ for their style and otherness.
I was lead designer for the DewNBA3X tournament, a six-city tour that included Miami, Houston, and Los Angeles. It attracted celebrities and earned coverage from dozens of media outlets, including ESPN and Forbes.
This work builds on the NBA’s established framework and explores my own new direction and vision I would bring to an activation of this scale, built on a project I’m proud to have led.
