Branding Identity, Marketing Design
AMUSE - 360 Campaign
The Problem
AMUSE was built to connect sports, music, and culture, but the challenge was how to create a tangible experience that effectively markets the brand while bridging fans, athletes, culture and lifestyle. Athletes influence culture beyond the game, and fans crave deeper engagement—AMUSE needed a way to engage its audience beyond traditional branding, creating a cultural moment that immersed people in its vision.
The Solution: The 360 Brand Campaign
To bring AMUSE’s vision to life, I conceptualized a 360 brand campaign in partnership with Shai Gilgeous-Alexander and Converse at Brooklyn Bridge Park. This event wasn’t just about basketball—it was about movement, style, and culture coming together in a real-world experience that introduced AMUSE as a brand that embodies all three.
Key Activations
Immersive Experiences → Fans engage with AMUSE through interactive installations blending sports, music, and lifestyle.
Select Events & Raffles → Exclusive moments, surprise drops, and giveaways to keep the energy high.
Free Goodies & Brand Collabs → Converse and AMUSE partner to create exclusive merch, connecting the community through style and sport.
Signed Magazines & Custom Branding → A concept magazine cover featuring Shai, along with business cards, billboards, and marketing flags, reinforced AMUSE’s identity. Fans could also win signed copies of the magazine, making the brand experience even more personal.
With this campaign, AMUSE could position itself at the intersection of sports, music, and culture, transforming from a brand concept into an active cultural force.
