ONE DREAM NBA ALL STAR WEEKEND ACTIVATION

2023

Creative Direction
Project Manager

In 2023, I served as the Creative Director and Project Manager for the ONE DREAM event, a transformative collaboration between Salt Lake City’s Akomi and Montreal based Double Dribble, held during the NBA All-Star weekend at BRAND + AID. Conceived by me, this partnership united two brands to celebrate the resilience of immigrant communities and the unifying power of basketball, amplifying the stories of African NBA players and the broader immigrant experience under Akomi’s slogan, “Arriving here is just the starting point.”

As the creative force behind the event, I envisioned and orchestrated a partnership that merged Akomi’s focus on immigrant narratives with Double Dribble’s commitment to community and inclusivity. I developed the concept, facilitated the collaboration, and project-managed every aspect of the event, from ideation to execution. This included coordinating cross-brand logistics, curating the event space to reflect the vibrant energy of the initiative, and overseeing the seamless integration of activities that resonated with our diverse audience.

The ONE DREAM event created a dynamic platform where attendees shared personal stories of immigration and aspiration, surrounded by the excitement of the NBA All-Star Game. With the  Sky’ the Limit Basketball Camp, I designed an immersive experience that blended basketball training with activities to inspire young players to explore paths beyond the court, fostering personal growth and holistic development. Highlights included food, drinks, music, and festivities that brought together basketball fans and community members in a celebration of culture and dreams.

My leadership in setting up the event space and coordinating its multifaceted components ensured a lasting impact, empowering young players and amplifying immigrant voices. By providing a stage to honor the journeys of African NBA players and the growing international NBA/WNBA Africa scene, ONE DREAM inspired attendees to pursue their aspirations, regardless of background. This project stands as a testament to my ability to drive creative vision, manage complex collaborations, and deliver impactful community-driven initiatives.