To celebrate the return of the Air Jordan 4 "White Cement," Jordan Brand teamed up with D.C. staple Ben's Chili Bowl and local creative collective SOMEWHERE for a launch that felt a whole lot bigger than a sneaker release. Instead of dropping pairs from another retail shelf, we turned one of the city's most iconic restaurants into the center of the story—bringing together Howard University students, the local hoops community, and a shoe that's been part of basketball culture for nearly four decades.

I partnered with the Jordan Brand team and Colorway to shape the experience across the space, creating everything from environmental graphics and custom merchandise to event collateral and branded moments throughout the restaurant. Every touchpoint was designed to feel like it belonged at Ben's—not just dropped into it. Less pop-up for sneakers, more pull-up for the neighborhood.