Writer - Creator - Dreamer
Writer - Creator - Dreamer
“At guard 6’6” from North Carolina…”
Like most kids that grew up in the 90s, Eric wanted to "Be Like Mike." He wanted MJ's game, an infinite supply of baggy shorts, a single hoop earring, shaved head, and the shoes. So even though his parents couldn't afford to get him a fresh pair of Js, forbid him from piercing his ear, and weren't fans of oversized clothes—Eric fearlessly pursued the ideals of MJ's greatness. In 2021 Eric joined the Jordan Brand family as the lead writer for the Jordan Brand Global 365 Studio, fulfilling a lifelong dream. Eric is an enterprise thought partner and creative collaborator responsible for evolving the future of Jordan Brand content and editorial.
U Know! Howard University is officially part of the Jordan Brand family.
In the city of champions, everyone is fly. Inglewood is HERE FOR A REASON.
The Air Jordan XI ‘Cool Grey’ was the most highly anticipated sneaker launch of Holiday 21. In collaboration with the incredible Sin Young Kim and a host of other creatives internally and externally, Eric helped do something unexpected—launch a high heat Jordan Brand retro with a women’s lead campaign. The team seeded the AJIX to three women and encouraged them to create something unexpected inspired by the silhouette. Eric crafted the manifesto that kicked off the project, developed the messaging hierarchy and helped shape the narrative of the supplemental content. Peep the unexpected project created by nail artist Eunkyung Park below.
To launch Jordan Brand’s retro releases in for fall 2021, Eric helped write and produce the AJ5 “Moonlight” and AJ 4 “Tour Yellow” Do You Know? episodes that premiered on the Nike SNKRS App. Check out the “Moonlight” episode below.
No other signature performance shoe carries the cultural weight of the Air Jordan. Ironically the 36th edition of the world’s most fearless footwear is the lightest in the series. Eric helped craft the messaging, narrative and product copy for the Air Jordan XXXVI launch. The manifesto he developed helped define the campaign from content ideation to marketplace communication. He also helped lead the narrative direction of the AV, Behind The Design and “Light Work” social content series. Check out a few pieces from the campaign below.