A CAMPAIGN TO LAUNCH
THE WARRIORS' NEW
CITY EDITION JERSEY
9.3M ENGAGEMENTS
28.1M VIDEO VIEWS
84.7M IMPRESSIONS
WE LEFT A BUILDING,
NOT THE TOWN
IN 2019, THE WARRIORS COMPLETED PLAYING 47 SEASONS AT ORACLE ARENA AND ESTABLISHED THEIR NEW HOME AT CHASE CENTER IN SAN FRANCISCO. TO RECOGNIZE ITS HERITAGE AND KEEP OAKLAND A CENTRAL PART OF THE TEAM'S IDENTITY, THE WARRIORS LAUNCHED A NEW UNIFORM THAT PAYS HOMAGE TO ONE OF THE MOST BELOVED AND ICONIC TIMES IN WARRIORS HISTORY, THE WE BELIEVE ERA.
THE CONNECTING
THREAD
THE WE BELIEVE ERA WAS A
TURNING POINT IN THE
WARRIORS FRANCHISE,
SO THE TEAM REIGNITED
THE LOOK + FEEL,
MODERNIZED IT,
AND REPLACED THE
WARRIORS WORDMARK
WITH A SIMILARLY
TYPESET “OAKLAND”
ACROSS THE
CHEST.
THE JERSEY WAS ANNOUNCED BY
FRANCHISE PLAYER STEPHEN CURRY,
WHO ENTERED THE
LEAGUE IN ’09 WEARING
THE ORIGINAL THREADS.
A CANVAS
TO MATCH
IN ADDITION TO THE OAKLAND FOREVER UNIFORM, THE WARRIORS UNVEILED A CUSTOM COURT TO MATCH. AS PART OF THE RAKUTEN SPONSORSHIP, THE ORGANIZATION ANNOUNCED PLANS TO REFURBISH A COMMUNITY COURT IN OAKLAND WITH A MATCHING LOOK AND FEEL.
APPROVED
BY OAKLAND
THE TEAM KNEW IT WASN'T ENOUGH TO PROFESS
ITS LOVE OF THE TOWN; IT NEEDED THE
ICONS OF OAKLAND TO VALIDATE THE GESTURE.
IN THE LEAD-UP TO CULT RAP BATTLE WEBCAST, VERZUZ, HEAD COACH STEVE KERR AUTOGRAPHED JERSEYS FOR OAKLAND LEGENDS,
TOO $HORT AND E-40
OAKLAND'S OWN
M.V.P.
OAKLAND'S OWN
FATE STRUCK AGAIN
KAMALA HARRIS
WHEN
MADE HISTORY
AND THE WARRIORS SELECTED THE HISTORIC INAUGURATION DAY FOR THEIR FIRST ON-COURT
WEAR OF THE NEW JERSEYS, AS WELL AS POSTING
A TOUCHING TRIBUTE TO A NEW KIND OF
M.V.P.
HONORING MADAME VICE PRESIDENT
WITH A CUSTOM JERSEY BEFITTING OF THE
49TH VICE PRESIDENT
OF THE UNITED STATES
RETAIL COULDN'T
KEEP PACE
OAKLANDISH COLLABORATION
THE WARRIORS AUGMENTED THE
OAKLAND FOREVER APPAREL LINEUP
WITH BELOVED FASHION LABEL OAKLANDISH
REACHING A PASSIONATE AUDIENCE.
A RAKUTEN RETAIL
PROMOTION, GIVING USERS A
FREE OAKLANDISH HOODIE
WITH A $25 PURCHASE
ON THE SITE, WAS INTENDED
TO RUN FOR SIX WEEKS...
...SUPPLY WAS GONE IN 12 HOURS
IN THE MIDDLE OF COVID LOCKDOWNS,
THE WARRIORS EXPERIENCED RECORD SALES
AS FANS COULDN'T GET ENOUGH OF
OAKLAND FOREVER MERCHANDISE.
JANUARY 20, 2021
BEST JANUARY SALES EVER
HIGHEST SALES
SINCE CHAMPIONSHIP PARADE
