JBL Audio was looking for a bold new way to promote their product to professional athletes, and I executed this by means of a custom seeding kits and seeding cards.
The seeding kits were distributed to every team in the NBA—reaching players, coaches, and staff—as well as other high-profile athletes. Designed as more than just product shipments, these kits were intended to spark organic promotion, encouraging recipients to share the experience and showcase JBL products across their personal platforms.
Building on JBL’s pride in its iconic “horn,” the 70th anniversary initiative aimed to elevate the seeding experience beyond previous iterations. Pushing the concept further, I reimagined the horn form as a sculptural display stand for a custom pair of platinum JBL Everest Elite 300. This one-of-a-kind piece functioned as both packaging and product display—transforming the kit into a lasting, visually striking object that extended beyond its initial unboxing moment.
With a focus on luxury and premium feel, we crafted a presentation box to house an exclusive black and gold edition of the JBL Everest Elite 300, developed specifically for this kit. The experience was completed with JBL earbuds and a refined, personalized seeding card—offering an acknowledgment of an exceptional season and elevating the unboxing into a moment of recognition and prestige.
I also designed a range of seeding cards sent alongside JBL products to athletes and high-profile personalities across the NBA, WNBA, and beyond. Each card was thoughtfully tailored—some taking a sport-specific approach, others drawing on music and product cues—to create a more personal and contextually relevant brand touchpoint.
JBL then teamed up with the video game, NBA2k18, to bring the player the ability to choose, purchase and wear a variety of custom headphones in the game. The collection included a variety of designs spanning bold colorways to patterned executions inspired by themes ranging from foods, textures and patterns.