We started by redesigning the famous Re2pect logo for the occasion, incorporating the famous Monument Park iconography the Yankees use for retired numbers.
Every day leading up to the game, we took over the cover the New York Daily News with an iconic moment from Derek’s career.
On May 14, 2017, the New York Yankees retired Derek Jeter’s #2 forever.
To commemorate it, we gave Jordan Brand’s famous “Re2pect” logo an update and threw
a week-long celebration in the Bronx.
Nike Air Jordan: Re2pect Day
Art Director: Lawrence Melilli
Copywriter: Matt Mulvey
Creative Directors: Caleb Jensen + Jimm Lasser
“It’s here to stay”
-ESPN-
On the morning of his retirement, a pop-up bodega appeared outside Yankee Stadium selling a commemorative pair of Air Jordan 1’s.
The world-famous Bushwick Collective helped us paint a mural above Stan’s bar across the street from Yankee stadium-
revealed the morning of the ceremony, and now a permanent fixture in the Bronx.
