American Express x NBA

Role: Strategy + Project Lead @ Momentum WW

The challenge was to move American Express beyond a simple "sponsor" logo and give it an authentic, coveted role within the culture of the NBA, specifically with a younger, millennial audience. The brand needed to provide real value, not just messaging.

The strategy was to bypass traditional advertising and instead tap into the heart of modern NBA culture: streetwear and hip-hop. The plan was to orchestrate a series of high-impact "culture drops" at pivotal moments like ComplexCon and NBA All-Star Weekend. This involved pioneering Amex's first-ever e-commerce pop-up and orchestrating an exclusive Nike Air Force 1 release with brand ambassador Don C, hosting private Card Member concerts and more.

This approach transformed Amex from a financial service into a culture enabler. The campaign's success was validated by widespread coverage in top-tier publications like Forbes, The Wall Street Journal, and Sneaker News, cementing Amex's authentic role with a new generation of Card Members.