nba x amazon

elevating 300 skus across 15 teams into fashion-forward content — through the lens of tunnel walk culture.

creative director · concept, brief & art direction

the brief · the nba × amazon merch on demand elevated media set arrived without a brief. 300 skus across the top fifteen selling nba teams needed imagery — and the mod team supplied no creative direction or brand guidance. artis was asked to author the entire visual identity from scratch.

the idea · treat the merchandise the way players treat their pregame fit. tunnel walk culture — the arena hallway that became fashion's most-watched runway — as the tonal reference. editorial athleticism, not sports merch. one unified visual rhythm across apparel, footwear, and accessories. so a jersey, a sneaker, and a cap read as pieces of the same wardrobe rather than separate categories.