In 2022, THE SWAP connected students from Chicago and London. Partnering with Nike's Brand Jordan, the creative project brief was all about the role that basketball plays in connecting communities, and the students explored both cities through the lens of street culture and basketball.
THE SWAP 2022: Student collaboration with Brand Jordan nominated for two EMMY Awards
With support from Vault49 and Ravensbourne University alongside Obama Foundation’s My Brother’s Keeper and Champs Mentoring, the students were tasked with creating a campaign that included a branding exercise, designing basketball jerseys, and ideating experiential concepts.
At the end of the two weeks, the students presented their project to senior representatives from Brand Jordan, including the legendary Tinker Hatfield and Howard H White.
Their work was a hit.
In fact, it was so successful that Nike chose to showcase it at the Future Forward pop-up event in London during Black History Month 2022, dressing teams in their jerseys and branding a basketball court with their designs.
In the US, a short film made during the two week program was broadcast nationwide as a NBC special for Black History Month 2023, and was subsequently nominated for two regional EMMY Awards – watch it below.
Vault49’s John Glasgow, who attended the EMMY Awards ceremony alongside the Chicago students and other partners of THE SWAP, said of the nominations:
“It was an honor to be shortlisted for an EMMY in two categories for the Midwest region for the work we do supporting young creatives from diverse backgrounds. It was a surreal experience that took a while to get our heads around, but I am proud of the hard work and dedication our young people put in and what they were able to achieve.
We didn't get the win this time, but we all felt like winners in the end. It was an amazing journey for the students with lots of highs, from working with Nike to presenting to Brand Jordan legends Tinker Hatfield and Howard H White to seeing their work produced for an activation in London. I am immensely proud to have worked with such a talented group of students from Chicago and London.
Special thanks to all the people who made this happen with Lawrence Lartey and the Vault49 crew, including Ravensbourne University London, Vondale Singleton, Christopher Crater, Roland de Villiers, Steven Apampa, and Obama Foundation.”
What is THE SWAP?
Vault49 is the creative partner of THE SWAP, an impactful exchange and cultural immersion program rooted in the world of creativity.
Bringing students from two different cities around the world together to collaborate on a creative project, THE SWAP takes place over two weeks – one week in each city. This unique program has been designed specifically to inspire and empower high school and university students from under-served and lower-income households who identify as an ethnic minority.