WASHINGTON, D.C. – April 24, 2025 — Freehold joined Jordan Brand in Washington, D.C. for the 2025 Jordan Brand Classic, transforming the elite high school showcase into an immersive, branded journey that celebrated the next generation of basketball talent.

From the moment players arrived in the capital, Freehold activated a series of environments that fused premium styling, cultural relevance, and community. At the players’ hotel, Freehold produced a dynamic styling suite where athletes geared up in exclusive Jordan Brand product, customized apparel, visited a rooftop nail and tooth gem bar, relaxed in gaming lounges, and got fresh cuts at a bespoke barbershop—all under one roof. The space was built to feel empowering, personal, and unforgettable.

At the arena, Freehold created all the on-court branding and arena graphics, turning every visual moment into a celebration of legacy and future. Branded backdrops, court decals, and custom tunnel treatments amplified the energy of the game for both in-person fans and national broadcast audiences.

A highlight of the weekend was the presentation of Freehold made, custom MVP jackets awarded to the game’s standout athletes—including Aaliyah Chavez and Kiyan Anthony (son of Carmello Anthony)—garnering attention across social platforms and extending the reach of the brand far beyond the arena.

“The Jordan Brand Classic represents excellence, culture, and the future of sport—and we were honored to help bring that to life through every touchpoint,” said Brendan McDermott, Founder of Freehold. “From hospitality to arena design, every detail was crafted to honor the players and their moment.”

The result was a seamless blend of experience design, fabrication, and cultural storytelling—proof that when Freehold and Jordan Brand team up, it’s more than a game. It’s a moment that resonates.

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