Jordan Brand

Services Provided: Creative Direction, Photography,Videography, Campaign Development

 Partnership Timeline: 2025

The Challenge

Bella Hines, the No. 30 recruit in ESPN’s 2025 HoopGurlz rankings, made history as the only active high school basketball player to secure a multi-year NIL agreement with Jordan Brand. The challenge was creating a visual campaign that lived up to the gravity of this signing and Jordan Brand's visual identity. The creative needed to position Bella not just as a top-tier recruit, but as a culturally marketable icon capable of bridging basketball, fashion, and digital influence alongside a legendary brand roster historically reserved for elite collegiate and professional talent.

Photography Photography provided for social media branding.
Creative Direction Directed the concept and executed the content to bring the brand's vision to life.
Graphic Design Custom graphics were created to adhere with Jordans' social media.
Photography Photography provided for social media branding.
Creative Direction Directed the concept and executed the content to bring the brand's vision to life.
Graphic Design Custom graphics were created to adhere with Jordans' social media.

The campaign achieved

Richard Payne Studios led the creative execution for the announcement, developing a premium visual rollout centered around strong athlete identity and Jordan Brand's branding..

Our execution focused on two core pillars:

1. Creative Direction & Strategy We crafted a visual system that matched the Jordan Brand lineage while highlighting Bella’s unique cultural significance in the rapidly expanding landscape of women's basketball.

  • Athlete Identity Building: Positioned Bella as a trailblazer at the intersection of modern sports, lifestyle, and digital influence.
  • Viral Storytelling: Developed social-first campaign designed specifically for Jordan Brand and virality across the sneaker and basketball communities.

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2. Photography & Graphic Design: We produced high-end visual assets that seamlessly integrated into the official Jordan Brand marketing season.

  • Premium Aesthetic: Executed high-impact photography that captured the raw energy and historic weight of the signing.
  • Brand Alignment: Delivered visual campaign assets that successfully led into Jordan Brand's iconic “Banned” campaign season, ensuring cohesive integration with the global Jumpman identity.

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The Impact

The creative rollout generated massive national attention across sports and sneaker media, solidifying the cultural weight of the moment and driving widespread engagement.

  • Massive Brand Reach: Amplified through official Jumpman and Jordan Brand social platforms, reaching audiences in the multi-millions.
  • Millions of Impressions: Generated viral engagement across women’s basketball and sneaker communities, with massive cumulative organic impressions via reposts, athlete channels, and sports media.
  • Top Media Placement: Secured widespread coverage in major business and sports publications, including Forbes, Sports Business Journal, and Sports Illustrated NIL.
  • Perfect Synergy: Leveraged the momentum of LSU Women’s Basketball securing the nation’s No. 1 recruiting class, further dominating the collegiate basketball media cycle and elevating the campaign's visibility.