Jordan - 23XI Racing
NASCAR
I led the experiential vision and execution that brought Jordan Brand and 23XI Racing together for a landmark celebration of Chicago car culture. In close collaboration with local car clubs, we orchestrated a 55 car motorcade featuring some of the city’s most distinctive builds, transforming the streets into a high-energy showcase of sound, color, and community.
Tyler Reddick worked the lot connecting with owners, while Ryan Tuerck shut it down with a drifting finale that rattled the neighborhood. The result was a true love letter to the city, blending motorsport, sneaker culture, and street-level authenticity.
The activation exploded online, earning tens of thousands of organic posts and shares and more than a million impressions. Collaborating again with the Nike Jordan Chicago team, we showed how real stories, rooted locally, create cultural relevance and lasting impact.
Role: Director of Experiential Marketing
Client: Jordan 23XI Racing
Created: 2025
