“THE ONES”
A NEW GENERATION OF DEFIANCE
Jordan Brand assembled a group of bold individuals who embody Michael Jordans spirit of Defiance. Over the course of 5 days, with multiple NYC Basketball Courts as the backdrop, we captured content for digital editorial and social storytelling. This was all in an effort to launch the AJ1 "The Ones" Collection in an inspiring way to a content hungry generation.
BRIANNA
BRIANNA
KING
KING
Brianna King is shifting things by empowering other women and influencing younger girls. We captured her story and her vision for the world that she wants. A world where you can skate and accomplish anything as a girl.
"I make an effort to teach other girls how to skateboard.
"I make an effort to teach other girls how to skateboard.
"I make an effort to teach other girls how to skateboard.
I'm there for their first ollies and kickflips."
I'm there for their first ollies and kickflips."
I'm there for their first ollies and kickflips."
I'm there for their first ollies and kickflips."
01. SOCIAL POSTS
01. SOCIAL
01. SOCIAL
01 ---------------------------- SOCIAL
01. SOCIAL
02. STORY VIGNETTE
02. STORY
02. STORY
02 ----------------------------------- STORY
02. STORY
03. EDITORIAL SELECTS
03. EDITORIAL
03. EDITORIAL
03 ---------------------------- EDITORIAL
03. EDITORIAL
JALEN
JALEN
RAMSEY
RAMSEY
Jalen Ramsey has no Fear in Hate. We captured his perspective on the empowering effects of being disliked set against his turn-up attitude towards fashion and style in the AJ1 Mid.
"I like being the villain. I like being the bad guy."
"I like being the villain. I like being the bad guy."
"I like being the villain.
I like being the bad guy."
01. SOCIAL POSTS
01. SOCIAL
01. SOCIAL
01 ---------------------------- SOCIAL
01. SOCIAL
02. STORY VIGNETTE
02. STORY
02. STORY
02 ----------------------------------- STORY
02. STORY
03. EDITORIAL SELECTS
03. EDITORIAL
03. EDITORIAL
03 ---------------------------- EDITORIAL
03. EDITORIAL
BILLIE
EILISH
Wether its style or art, Billies gonna do whatever she wants. Following Billies narrative, we captured a proclamation that inspires a young generation of creatives wether in art, music, or fashion. Think outside your medium and remember that none of the hype really matters.
"None of the Hype really matters."
"None of the Hype really matters."
"None of the Hype really matters."
01. SOCIAL POSTS
01. SOCIAL
01. SOCIAL
01 ---------------------------- SOCIAL
01. SOCIAL
02. STORY VIGNETTE
02. STORY
02. STORY
02 ----------------------------------- STORY
02. STORY
03. EDITORIAL SELECTS
03. EDITORIAL
03. EDITORIAL
03 ---------------------------- EDITORIAL
03. EDITORIAL
JAMAL
ADAMS
In the field or on the block, Jamal changes the game. We were able to tell a story of how street style goes beyond dress-up and a point of expression. For Jamal Adams, street style is confidence.
"I’ve always been like this. I never doubted myself."
"I’ve always been like this. I never doubted myself."
"I’ve always
been like this.
I never doubted myself."
01. SOCIAL POSTS
01. SOCIAL
01. SOCIAL
01 ---------------------------- SOCIAL
01. SOCIAL
02. STORY VIGNETTE
02. STORY
02. STORY
02 ----------------------------------- STORY
02. STORY
03. EDITORIAL SELECTS
03. EDITORIAL
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03 ---------------------------- EDITORIAL
03. EDITORIAL
YBN
YBN
NAHMIR
NAHMIR
Haters try to weaponize Nahmirs youth against him. But the empire that he’s built just continues to stack. We captured the simple truth to Nahmirs uniqueness and ultimately his success.
"I’m 18, and I’m living like this. I’m just showin’
"I’m 18, and I’m living like this. I’m just showin’ that you
you that you can do anything."
can do anything."
01. SOCIAL POSTS
01. SOCIAL
01. SOCIAL
01 ---------------------------- SOCIAL
01. SOCIAL
02. STORY VIGNETTE
02. STORY
02. STORY
02 ----------------------------------- STORY
02. STORY
03. EDITORIAL SELECTS
03. EDITORIAL
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03 ---------------------------- EDITORIAL
03. EDITORIAL
ROX
ROX
BROWN
BROWN
Stylist Rox Brown is as comfortable with herself as she is defying norms. Through her narrative we were able to explore defiance as the catalyst to global trends, iconic moments, and her point of origin leading to success.
"In order to start something truly new,
"In order to start something truly new,
you have to be Defiant first."
you have to be Defiant first."
you have to be Defiant first."
01. SOCIAL POSTS
01. SOCIAL
01. SOCIAL
01 ---------------------------- SOCIAL
01. SOCIAL
02. STORY VIGNETTE
02. STORY
02. STORY
02 ----------------------------------- STORY
02. STORY
03. EDITORIAL SELECTS
03. EDITORIAL
03. EDITORIAL
03 ---------------------------- EDITORIAL
03. EDITORIAL
NIGEL
NIGEL
SYLVESTER
SYLVESTER
Nigel refuses to take the traditional route. He puts effort into creating experiences for others as well as into his own athleticism. We explored his constant hunger for more as he continues to set himself apart.
"I’m more hungry now than I was then, because I understand the possibilities."
"I’m more hungry now than I was then, because I understand the possibilities."
01. SOCIAL POSTS
01. SOCIAL
01. SOCIAL
01 ---------------------------- SOCIAL
01. SOCIAL
02. STORY VIGNETTE
02. STORY
02. STORY
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02. STORY
03. EDITORIAL SELECTS
03. EDITORIAL
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03 ---------------------------- EDITORIAL
03. EDITORIAL
KORI
KORI
CARTER
CARTER
Kori Carter competes with the best athletes in the world, and still takes them down. Her willingness to speak about fear allowed us to approach her story from a spiritual perspective that made her uniquely stand apart from the others.
"I don't like to have fear, because God didn't give me fear."
"I don't like to have fear, because
God didn't give me fear."
"I don't like to have fear, because God didn't give me fear."
01. SOCIAL POSTS
01. SOCIAL
01. SOCIAL
01 ---------------------------- SOCIAL
01. SOCIAL
02. STORY VIGNETTE
02. STORY
02. STORY
02 ----------------------------------- STORY
02. STORY
03. EDITORIAL SELECTS
03. EDITORIAL
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03. EDITORIAL
CREATIVE DIRECTOR:
Will Ulbricht
ART DIRECTOR:
HustleHue
COPYWRITER:
Michael Taylor
PHOTOGRAPHERS:
@13THWITNESS + @ILLGANDER
VIDEO EDITORS:
Emil Schönström & Lauren O'Malley
STRATEGY:
Brennen Schluetter
ACCOUNT:
Cam Clow
HustleHue
HustleHue
HustleHue
HustleHue
HustleHue
My name is Gerald Rafael Jimenez… but I go by G! I’m a multidisciplinary designer/art director living and working in Portland, OR. My work is
rooted in my love for street + sports culture and my Hustlers mentality.
I graduated from Massachusetts College of Art + Design with a BFA in Graphic Design. I was lucky enough to work with studios like Wieden + Kennedy, AKQA and internal studios at Nike World Head Quarters and PUMA North America.
My name is Gerald Rafael Jimenez… but I go by G! I’m a multidisciplinary designer/art director living and working in Portland, OR. My process is rooted in my Dominican heritage and Hustlers mentality. I graduated from Massachusetts College of Art + Design with a BFA in Graphic Design. I was lucky enough to work with studios like Wieden + Kennedy, AKQA and internal studios at Nike World Head Quarters and PUMA North America.
My name is Gerald Rafael Jimenez… but I go by G! I’m a multidisciplinary designer/art director living and working in Portland, OR. My work is rooted in my love for street + sports culture and my Hustlers mentality. I graduated from Massachusetts College of Art + Design with a BFA in Graphic Design. I was lucky enough to work with studios like Wieden + Kennedy, AKQA and internal studios at Nike World Head Quarters and PUMA North America.
My name is Gerald Rafael Jimenez… but I go by G! I’m a multidisciplinary designer/art director living and working in Portland, OR. My work is rooted in my love for street + sports culture and my Hustlers mentality.
I graduated from Massachusetts College of Art + Design with a BFA in Graphic Design. I was lucky enough
to work with studios like Wieden + Kennedy, AKQA and internal studios at Nike World Head Quarters and
PUMA North America.
My name is Gerald Rafael Jimenez… but I go by G!
I’m a multidisciplinary designer/art director living and working in Portland, OR. My work is rooted in my love for street + sports culture and my Hustlers mentality.
I graduated from Massachusetts College of Art + Design with a BFA in Graphic Design. I was lucky enough to work with studios like Wieden + Kennedy, AKQA and internal studios at Nike World Head Quarters and PUMA North America.
Contact:
SUP@HUSTLEHUE.COM