SORRY, WHAT DID YOU SAY YOUR NAME WAS AGAIN?

Nike and Jordan wanted to launch a new festival across EMEA celebrating the Black communities shaping sport, fashion and wellness.

They also wanted to call it The Black Future Festival.

It wasn't a bad intention.

It just wasn't the right name.

The title suggested Nike was defining what Black futures should look like, when their role was really to create a platform for the people already shaping them.

I developed a new strategic direction that repositioned the festival as Future Forward — a name that shifted the focus from prediction to momentum.

From there I helped shape a visual identity rooted in basketball culture and the Jordan legacy. The graphic system was built from the geometry of a basketball court, creating a flexible visual language that could frame everything from sport and community to fashion and culture.

The identity rolled out across experiential, outdoor and social, giving the festival a visual system that could move seamlessly across every touchpoint.