Jared Hughes Portfolio — Prince x Timberwolves

The Timberwolves and Nike linked up to create something special for the city of Minneapolis: a Prince-Inspired City Edition uniform. The uniform commemorated the icon and celebrated his Purple legacy in the coolest way possible. I got to tell the uniform’s story and amplify its momentum throughout the entire campaign.

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City Edition Push Notification.jpg — **Fans must’ve been excited to see the jersey because this push notification had the highest click rate of any push notification the team has ever had; or they just really really liked my copy.**

EVERY UNIFORM HAS A STORY. After the City Edition was unveiled, we led fans to a microsite where they could read about its inspiration and get a deeper dive into its key features.

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TIMBERWOLVES HOMEPAGE

The homepage was also decked out in Purple and signed with the tagline “Our City. Our Team. Our Icon.”

Teamstore Site.jpg — TEAM STORE

Wrote a mantra for the Timberwolves’ team store website and physical location to elevate the City Edition’s release and all of the inspired merchandise that went on sale.

The uniform’s release gained an enormous amount of exposure from outlets like Rolling Stone, ESPN’s Zach Lowe, Pitchfork, and more.

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PURPLE REIGN PACK

After the unveiling, we then leveraged the excitement of the uniform and created a five-game ticket package called the Purple Reign Pack. Clever, right?

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OOH ADS

From the Purple Reign Pack, we began to execute creative for each of the games.