(0005)
(0005)
JORDAN
JORDAN
JORDAN
PROJECT
PROJECT
PROJECT
23XI
23XI
23XI
Type
TYPE
TYPE
Experiential Fabrication
Experiential Fabrication
Experiential Fabrication
RoLE
ROLE
ROLE
Creative Director + Designer
Creative Director + Designer
Creative Director + Designer
MISSION
MISSION
MISSION
The mission was to create an authentic physical expression of race-car culture that supported 23XI Racing and the Jordan Brand sneaker release during NASCAR Weekend. The goal was to build a space where motorsport, streetwear, and lifestyle could coexist naturally.
The mission was to create an authentic physical expression of race-car culture that supported 23XI Racing and the Jordan Brand sneaker release during NASCAR Weekend. The goal was to build a space where motorsport, streetwear, and lifestyle could coexist naturally.
The mission was to create an authentic physical expression of race-car culture that supported 23XI Racing and the Jordan Brand sneaker release during NASCAR Weekend. The goal was to build a space where motorsport, streetwear, and lifestyle could coexist naturally.
the CHALLENGE
NASCAR environments are highly specific, and recreating them outside the track risks feeling staged or inauthentic. We needed to translate race-day energy into an off-track setting without losing credibility.
the idea
We transformed an industrial warehouse parking lot into a functional motorsport arena inspired by real race infrastructure. Car displays, tire-dragging, simulators, food, DJs, and environmental graphics created a space rooted in how racing actually lives.
the INSIGHT
Believability comes from detail and behavior, not branding alone. By designing the space around real race elements and movement, the environment felt lived-in rather than manufactured.
the IMPACT
The activation grounded the sneaker release within genuine race culture, strengthening its relevance to both NASCAR and Jordan Brand audiences. The space positioned 23XI as a credible bridge between motorsport and lifestyle, extending its presence beyond the track.
Credits
Noah Jenkins
Creative Director
Isabella Brooks
Designer
James Hughes
Motion Designer
Maria White
Copywriter
THE CHALLENGE
NASCAR environments are highly specific, and recreating them outside the track risks feeling staged or inauthentic. We needed to translate race-day energy into an off-track setting without losing credibility.
THE IDEA
We transformed an industrial warehouse parking lot into a functional motorsport arena inspired by real race infrastructure. Car displays, tire-dragging, simulators, food, DJs, and environmental graphics created a space rooted in how racing actually lives.
THE IDEA
THE INSIGHT
THE INSIGHT
We transformed an industrial warehouse parking lot into a functional motorsport arena inspired by real race infrastructure. Car displays, tire-dragging, simulators, food, DJs, and environmental graphics created a space rooted in how racing actually lives.
Believability comes from detail and behavior, not branding alone. By designing the space around real race elements and movement, the environment felt lived-in rather than manufactured.
Believability comes from detail and behavior, not branding alone. By designing the space around real race elements and movement, the environment felt lived-in rather than manufactured.
THE IMPACT
The activation grounded the sneaker release within genuine race culture, strengthening its relevance to both NASCAR and Jordan Brand audiences. The space positioned 23XI as a credible bridge between motorsport and lifestyle, extending its presence beyond the track.
RESULTS
Impressions through Hypbeast on TikTok, Youtube, Instagram, X
Impressions through Hypbeast on TikTok, Youtube, Instagram, X
Traffic in attendance including influencers and celebrities
Traffic in attendance including influencers and celebrities
Sneakers sold exclusively online and local retailers
Sneakers sold exclusively online and local retailers