GOLDEN STATE WARRIORS: OAKLAND FOREVER INFLUENCER KITS

Client: Golden State Warriors
Project Date: 2020
For: Kurieo
Work Involved: Creative Direction, Design, Product Curation
Team: Golden State Warriors (Branded Assets), Brian Madden (Creative Direction, Design), Mike Nguyen (Art Direction, Design), Tosool Creative (Photography, Videography)

For the 2020–21 season, the Golden State Warriors unveiled their City Edition jersey and court as a tribute to the franchise’s 87-year history in Oakland. To honor those roots and introduce the new design, the team partnered with Kurieo to create a launch moment centered around Bay Area culture and community.

Rather than sending jerseys alone, we designed a custom influencer kit that told a deeper Oakland story through both product and artistry. Each kit included a Nike City Edition jersey, an Oakland Forever enamel pin set, a framed artwork by local artist EMAGN1, an Oaklandish x Warriors T-shirt, and a custom giant fortune cookie produced by the Oakland Fortune Cookie Factory. The kits were delivered to 25 Bay Area–based celebrities and creators, transforming the jersey drop into a culture-forward unboxing experience.

The campaign reached more than 17 million followers across influencer posts, amplifying the City Edition launch while celebrating the Warriors’ lasting connection to Oakland.