Quai 54 x Jordan Brand • 2021 Product Design Collaboration
Product Design
Partner: Jordan Brand
Creative Direction: Thibaut de Longeville
Art Direction & Graphics: Alexander Wise
360 Creative has been involved with the Jordan Brand-sponsored Quai 54 World Streetball Championship since day one, starting in 2003. We created the tournament’s visual identity, designed to enable the venture to evolve from an annual event into a brand of its own.
Our design department collaborated with Jordan Brand to create the 2021 Jordan x Quai 54 footwear and apparel collection. We co-designed a full capsule collection including t-shirts, jerseys, hoodies, shorts, headwear, and 5 footwear styles.
Design Inspiration
In continuation of the Africa-inspired graphic language we started developing around the Quai 54’s 15th Anniversary, we created a Quai 54 graphic motif inspired by traditional West African fabric patterns, remixing them with a Parisian couture approach while using the classic black-red-white Jordan palette for the 2021 collection.
We wanted to modernize the look, add some Parisian flair, and ultimately suit the style and energy of the Quai 54 event and its incredible community.
Design Assets
All our product design collaborations were developed from the original visual package we created to tie all initiatives related to Quai 54’s 2021 Edition.
We created a special design package including:
• A bespoke “Quai 54” graphic wordmark inspired by traditional West African fabric patterns
• A graphic package made of parallel lines echoing the “fabric pattern / coiuture” design story
• A black / red / white color palette paying tribute to classic Jordan colors
Jordan x Quai 54 Footwear
The 2021 Air Jordan x Quai 54 footwear collection included two styles of the Air Jordan V Quai 54 2021, the Air Jordan 1 Low Quai 54 2021, the Jordan XXXV Quai 54 as well as the Jordan CMFT XI Quai 54.
We worked hand in hand with the Jordan design team on where and how to use our design package on the footwear designs, including our bespoke graphic pattern.
We also collaborated on materials choices and confection techniques, opting for premium garment leather and stitching where applicable to enhance our “couture” story.
Jordan x Quai 54 Apparel
We created the graphics featured on the entire apparel collection, and collaborated with the Jordan team to design some of the cut & sow standouts such as the Jordan shooting shirt and the Jordan x Quai 54 hoodie both featuring large color panels and large panels featuring our graphic pattern.
The collection was a big success upon its release, adopted by the likes of DJ Khaled, Jayson Tatum, Carmelo Anthony and more while further strengthening the partnership between Jordan, Quai 54 and 360 Creative’s design services.
