After 47 seasons in Oakland, the Golden State Warriors relocated to the state-of-the-art Chase Center in San Francisco. For their 20-21 “City Edition” uniforms, the Warriors wanted to pay homage to the roots of the franchise. Some viewed the repping of Oakland after leaving “The Town” disingenuous. The court of public opinion demanded a bold statement. The Warriors reignited the look and feel of the beloved We Believe Era, replacing the Warriors wordmark with a similarly typeset “Oakland” across the chest, and the integrated Oakland Forever campaign proving we left a building, not the town.
On one of the most anticipated Inauguration Days in history, the Warriors first repped the new jersey on court for the first time, and saluted a new kind of M.V.P. – Madame Vice President Kamala Harris, a proud daughter of Oakland, with her very own Oakland Forever jersey, and a message to Americans of all ages.
Only one current player had the honor of repping the original jersey design that inspired Oakland Forever – Stephen Curry. After our jersey design was leaked online, we scrambled to put together a shoot with Curry to help control the narrative. We leveraged the original team locker room in Oakland, illuminating the jerseys worn by Curry from his rookie season to now, using announcer calls from games actually played in each of those jerseys.
Across Twitter, YouTube, Instagram, facebook, and Tik Tok
We re-skinned the Fanatics.com retail site to extend the look & feel of the Oakland Forever campaign.
To sink the roots even deeper, we partnered with beloved streetwear brand, Oaklandish, delivering a unique line of merch born from The Town, with a percentage of proceeds going to the Roots Community Health Center, serving those disproportionately affected by Covid-19. Photography by @54ghosts.
BRAND
Golden State Warriors
AGENCY
Warriors Studio
ROLE
Concept
Creative Direction
Copywriting
Film Direction
BRAND TEAM
SVP, Marketing:
Jen Millet
VP, Brand Marketing:
Amanda Chin
Creative Director:
AJ Rivvers
Sr. Director, Marketing & Operations:
Kim Trinidad
Director, Social Media:
Karen Ramming
Director, Corporate Communications:
Kimberly Veale
SVP, Communications:
Raymond Ridder
Marketing Manager:
Kendra Miller
Marketing Coordinator:
Leah Johnson
Director, Operations:
David Marsh
Coordinator, Social Media:
Michelle Poole
Coordinator, Social Media:
Zach Gayer
Coordinator, Social Media:
Hannah Avdalovic
Director of Philanthropy, WCF:
Evan Schwartz
WARRIORS STUDIO
Director:
AJ Rivvers
Sr. Editor:
Karina Anglada
Coordinating Producer:
Kassidy Iwashita
Motion Graphics Designer:
Saif Amath
Alecka Edwards
Nicholas Seils
Design Director:
Jason Lim
Director, Chase Center Productions:
Chris Williams
Director of Photography:
Kevin Delee
Copywriter:
Ed Ntiri
Camera Operator:
Ryan McGinley
Design Manager:
Jason Lindeman
Graphic Designers:
Len Kori
Sean McCabe
Serena Marini
Media Asset Manager:
Derek Parker
Motion Graphics Designer:
Senior Editor:
Kyle Standiford
Editor:
Will Rushton
Production Manager:
Mike Hopkinson
Editor:
Janet Fong
Lead Videographer:
Tom Frenette
PRODUCTION PARTNERS
Carville Collective
David Mong
Creative West
Ashley Batz Photography
Oaklandish
INTEL
GOLDEN STATE WARRIORS