Quai 54 XV • Product Design Collaborations
Product Design
Partners: Jordan Brand + Beats By Dre
Creative Direction: Thibaut de Longeville
Art Direction & Design: 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 15th anniversary Jordan x Quai 54 footwear and apparel collection.
We co-designed a full capsule collection including t-shirts, jerseys, hoodies, shorts, headwear, a special ‘15th anniversary’ varsity jacket and 5 footwear styles.
Jordan x Quai 54 footwear
The 15th Anniversary Air Jordan x Quai 54 footwear collection included the Air Jordan VIII Quai 54, the Air Jordan 1 Mid Quai 54, the Jordan Diamond Mid Quai 54, as well as the Quai 54 Hydro Slide.
We worked hand in hand with the Jordan design team on how to use our 15th anniversary package on the footwear designs, alternating between allover print on some items (AJ 8 side panels, Jordan Diamond insole & outsole) and bold and festive color panels (as used on the AJ1s and the slides); collaborating also on materials choices as well as logo placements.
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 hooded sweatshirt featuring 1990s-style large color panels and the 15th anniversary special varsity jacket.
Jordan x Quai 54 lookbook
Our 15th anniversary visual package was also used to create an original lookbook, including video assets and photo stills, all displayed in the bespoke alphabet shapes we created.
The 15th Anniversary collection was the most successful collection of the Jordan x Quai 54 partnership to date, with the entire product assortment selling out within weeks.
Celebrity adoption
The Jordan x Quai 54 15th anniversary collection was adopted by celebrity athletes, entertainers and influencers throughout the globe like never before.
The Jordan Family present at the event - including Russell Westbrook, Carmelo Anthony, Maya Moore, Blake Griffin, Kemba Walker and Jayson Tatum - all wore the collection, as well as entertainers performing at the event such as Swae Lee as well as French rappers Niska and Koba La D.
DJ Khaled posted a video showcasing the entire apparel collection displayed in his home, commenting on every item with his signature “still in the meeting” tagline, shouting out the Quai 54’s “Bring your game not your name” motto while generating millions of views on Instagram.
The Quai 54 x Air Jordan footwear and apparel pieces were also seen on high-profile personalities such as Spike Lee, soccer player Neymar Jr, NBA player Nicolas Batum, actor Darko Perich (“Money Heist”), actresses Lala Anthony and Lena Waithe as well as Brazilian superstar Leo Santana and French rapper Orelsan.
The 15th anniversary collection received the biggest exposure any Jordan x Quai 54 product collaboration has ever generated.
Beats collaboration
We also collaborated with Beats to create two limited edition Beats Pill+ to celebrate the Quai 54’s 15th anniversary. We collaborated with the Beats team to design the two speakers and their packaging. The speakers were offered to participating athletes, entertainers and influencers as well as the Quai 54 friends & family circle. The event DJs were also fully equipped in Beats headsets, cementing Beats’ position as Quai 54’s official music partner.
15th Anniversary visual package
All our product design collaborations were developed from the original visual package we created to tie all initiatives related to Quai 54’s 15th anniversary.
To celebrate its 15th anniversary, we created a special design package including:
• A 15th Anniversary logo in roman numbers, as well as a 15th anniversary logo lock-up
• A symbolic color palette mixing both Parisian colors (red, white, blue) and African colors (green, yellow and red being commonly used throughout West Africa)
• A bespoke typeface made of primary graphic shapes
• A set of primary graphic shapes designed to complement the typeface and the “XV” logo lock-up
• A graphic pattern combining these elements into a proprietary design item specific to the 15th anniversary, which was used consistently across our product design collaborations along with our festive color palette.
Mixing Bauhaus influence with 15th anniversary symbolism, this visual package was designed to represent the African roots as well as the Parisian identity of the Quai 54’s core community while celebrating its spectacular 15 year journey, growing from a small local grassroots tournament to the world’s biggest outdoor basketball event.
The consistency between the visual language used in the event design, the product collaborations design and in our social media marketing assets is a key component of the Quai 54’s success as both an event and a brand.
