Voodoo Collection

The NBA All Star weekend is one of the premiere events where sports and culture intersect. New Era wanted to have a brand presence through activations. With limited NBA rights at the time (only Hardwood Classics) it gave us the opportunity to explore an alternative product offering compared to what was official “on court” product offered by other brands. This was an opportunity to create our own take on an All Star logo and iconography. We thought about New Orleans and what was iconic about their culture that could be used to tell a compelling product story. Louisiana’s culture of voodoo has an incredible history and distinct visual look.

Once Voodoo became the focal point of the collection there was just one more element needed to identify this with New Orleans and that was the Fluer-de-lis. I combined the Fluer-de-lis with a witch doctor skull which ended up becoming the centerpiece logo for the collection. It was used on headwear, apparel and the marketing and retail efforts.

Sports & Entertainment Marketing

One of the many events New Era hosted over the weekend were in store appearances by James Harden, Birdman, and Paul George for autograph signings.

Retail

The New Orleans flagship store was leveraged extremely well with in store creative. Product was merchandised well with supporting imagery to help push the overall story.

Voodoo Lounge

The Voodoo Lounge was a second location used to further make a brand impression by continuing to tell the Voodoo Collection story. This was a great gifting opportunity for celebrities, influencers, athletes, media, and accounts. This location also hosted parties at night.

Logo / Headwear Design: Derek Pershyn

Additional Headwear / Apparel Design: Shawn Curtin / Patrick Tuoti

Photography: New Era