For the 2020-21 season, the Golden State Warriors reignited the look and feel of the memorable We Believe Era for their new “City Edition” uniforms, replacing the Warriors wordmark with a similarly typeset “Oakland” across the chest, paying homage to the roots of the team. But after 47 seasons in Oakland, the Golden State Warriors relocated to the state-of-the-art Chase Center in San Francisco, and some viewed the repping of Oakland after leaving the town disingenuous. While important Oakland-specific programs by the Warriors continue and even expand, the court of public opinion demanded a bold statement. So, 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.
We knew only Oaklanders could convince Oakland of our continued commitment to The Town. As fate would have it, one of the most prominent people in the country was about to make history, and she was a lifelong Warriors fan. Kamala Harris became the first Madame Vice President, or M.V.P., breaking barriers for women and people of color forever – and only Oakland could claim her as their own. This announcement coincided with the Warriors’ first on-court wear of the new Oakland Forever jersey the evening of Inauguration against the San Antonio Spurs. NBC requested the video to air before, during, and after the game – for free. On social, there were 2M video views and 508k engagements within 12 hours. On 1/20, we sold 10x the daily average apparel, and 4x our best January day ever.
Kamala Harris,
Vice President of the United States
CLIENT
Golden State Warriors
ROLE
Director
Creative Director
Writer
BRAND TEAM
SVP, Marketing:
Jen Millet
VP, Brand Marketing:
Amanda Chin
Sr. Director, Marketing & Operations:
Kim Trinidad
Creative Director:
AJ Rivvers
COMMUNITY RELATIONS
Manger, Public Affairs:
Vanessa Gonzalez
JERSEY CREATION
Senior Manager, Team Retail Operations:
Jeff Knepp
WARRIORS STUDIO
Director:
AJ Rivvers
Director of Production:
Blake Wilberding
Editor:
Karina Anglada
Coordinating Producer:
Kassidy Iwashita
Director of Photography:
Kevin Delee
Camera Operator:
Ryan McGinley
Motion Designers:
Saif Amath
Alecka Edwards
Nick Seils
Colorist:
Tom Frenette
POST PRODUCTION
Sound Design & Mixing:
Carville Collective
GOLDEN STATE WARRIORS
