Concept campaign for Jordan Brand entering the world of motorsport

What would it look like if Jordan Brand launched its own racing team? Jordan Racing is our answer. We imagined the full launch, from the team identity and the Speed Demon prototype campaign to a website, posters, apparel and a flagship research facility. Basketball heritage meets the speed and engineering of Formula 1, with the attitude that made Jordan a culture brand in the first place.

Motorsport brands usually speak in two voices. Polished and corporate, or loud and covered in sponsor logos. Jordan Brand stands for something else, street culture, confidence and legacy. The goal was to bring that energy to the grid without losing the technical precision that racing fans expect, so the brand would feel just as at home on a race weekend as on the street.

Built the Jordan Racing identity around the JR monogram, the SPEED DEMON lockup and the number 23 as a recurring element across every touchpoint

Defined an art direction of motion blur, grain, black and white imagery and a single racing red, so every piece feels fast and raw

Designed a website hero that works like a live telemetry screen, with lap times, track temperature, session status and livery details running in the corners

Created a poster series for the Speed Demon prototype and the #23 driver, layering technical specs, testing notes and classified labels over blurred racing imagery

Designed racing streetwear graphics, from team tees to the checkered 23 jersey, shot in garages and gas stations at night to keep them real

Visualized the Jordan Motorsport Research facility, a brushed steel flagship space where the brand, the cars and the community meet

Art direction, brand identity, campaign design, web design, poster design, apparel graphics

- Stefan & Živa, Studio /03