SAN FRANCISCO & OAKLAND, CA – February 19, 2025 — To mark NBA All-Star Weekend 2025, Freehold joined forces with Jordan Brand to produce two dynamic retail and cultural experiences—one in San Francisco and one in Oakland—celebrating the legacy of the brand while elevating community, style, and innovation.

In San Francisco, Freehold transformed the basement floor of the new Union Square Shoe Palace into “Apartment 23,” an immersive shopping and lifestyle experience rooted in the power of women in sport. The space featured exclusive Jordan Brand drops, premium styling moments, and served as a gathering hub for music, social connection, and self-expression. Thoughtfully curated and expertly built, the environment reflected Jordan Brand’s evolving commitment to elevating women’s voices in sport and culture.

Meanwhile, across the Bay in Oakland, Freehold executed a bold takeover of the Shoe Palace on Telegraph Avenue. The entire store was reimagined as a sleek and modern Jordan Brand environment, anchoring a community-focused launch of the iconic Jordan 1 “Banned.” One of the event’s most memorable moments included showcasing the sneaker in a repurposed vintage bank vault, where a looping Nike film brought the product’s history to life. The space pulsed with energy thanks to a live DJ and a branded photo activation that made every guest feel like a part of the Jordan Family.

“These two projects reflect what we love most at Freehold—turning retail into experience, celebrating community, and bringing brand stories to life with integrity and scale,” said Geoff Alderete, Senior Producer at Freehold. “Jordan Brand gave us a powerful platform to elevate both product and purpose.”

From refined fabrication to full creative execution, both activations demonstrate Freehold’s deep expertise in bridging retail environments and cultural storytelling—helping brands show up meaningfully in the moments that matter.

About Freehold
Freehold is a creative studio specializing in experiential design, fabrication, and branded environments. With offices in Los Angeles, San Francisco and Charlotte, Freehold partners with global brands to bring bold ideas to life—transforming space, storytelling, and strategy into experiences that move people.

Contact:
Geoff@freeholdgrp.comwww.freeholdgrp.com