Quai 54 x Jordan Brand • 2018 Product Design Collaboration
Product Design Collaboration
Partner: Jordan Brand
Creative Direction: Thibaut de Longeville
Art Direction: Alexander Wise
Our design department collaborated with Jordan Brand to create the 2018 Jordan x Quai 54 footwear and apparel collection. Harnessing the bold fluorescent color palette we created for the 2018 event, we co-designed a full capsule collection including t-shirts, tank tops, hoodies, a coach jacket, two snapback hats and four footwear styles.
Jordan x Quai 54 Footwear
The 2018 Air Jordan x Quai 54 footwear collection included the Air Jordan III SE Quai 54, the Russell Westbrook Why Not Zero Quai 54, as well as the Quai 54 Hydro Slide.
We worked with the Jordan design team on how to use our 2018 color palette on the footwear designs, alternating between large color panels as used on the performance silhouettes and more minimal dashes of color used on the retro shoes ; collaborating also on materials choices as well as logo placements.
This year's exclusive “Friends & Family” Quai 54 Air Jordan III SE generated more social media buzz and visibility than ever before, worn by celebrity athletes, entertainers and other members of the Quai 54 & Jordan Brand families.
The 2018 collection was the most successful collection of the Jordan x Quai 54 partnership to date, with the Jordan III SE Quai 54 selling out on the Nike SNKRS app on the day of its release, and the entire collection selling out within weeks.
Why Not Zero Quai 54
Air Jordan III SE Quai 54
Jordan x Quai 54 Apparel
We created the graphics featured on the entire apparel collection, using two main directions: new iterations of our “Jordan Tribute” logo as well as color-block based graphics.
The Jordan "Tribute Logo" we have designed references the classic 1988 “Air Jordan” word mark to create a “Quai 54 Paris” version, solidifying the Jordan x Quai 54 partnership while paying tribute to the popular and timeless Jordan graphic. For the 2018 collection, we flipped the "Tribute Logo" on its side for a more abstract take, and used it on T-shirts as well as snapback hats and the event’s first coach jacket.
We also created the graphics for several items using bold color blocks to maximize visual pop and tie the collection to the fluorescent color palette.
Celebrity reach
Justin Timberlake was the first to be spotted wearing the Quai 54 “Friends & Family” Air Jordan III and the Quai 54 x Jordan coach jacket on stage for his sold out arena show in Paris.
The Quai 54 x Air Jordan footwear and apparel pieces were also seen on entertainers performing at the event such as 2 Chainz and Young Thug, as well as high-profile personalities like DJ Khaled and 2018 Soccer World Champion / PSG forward Kylian M’Bappé.
