Even wondered what it feels like to rub shoulders with the greats? Anyone who has their finger on the pulse of culture–whether that be the world of sports, fashion, art, or music–knows that greatness isn’t something you stumble upon. It’s something that’s earned, through blood, sweat, and tears—and the process of achieving your final form can sometimes be as rewarding as the end result.
This past weekend, we helped Jordan Brand and Zalando put that unflagging ethos to the test, with a day-long, larger-than-life event entitled AWAKEN GREATNESS, launched smack-dab in the middle of Berlin Fashion Week. With creative workshops, bespoke high-end fashion inspired by Jordan Brand’s untouchable legacy, a roster of fire DJs, and a mindblowing performance by cutting-edge R&B maven Mariah the Scientist, the event was a full-blown immersive experience centered around the idea that collective creativity and commitment to the craft are the ingredients it takes to reach legend status.
The day began with a series of workshops focused on upping your creative game and unlocking your true potential, whether that be through art, fashion, or self-confidence. Artist haramwithsugar hosted Awaken Your Drip, where budding fashion designers learned techniques on how to embellish and transform vintage Jordan Brand pieces into new, unisex creations. During Awaken Your Voice, artist LIE NING led a group through a workshop on the art of public speaking—and how you can use your truth to command an audience and own the room. Meanwhile, for Awaken Your Flair, jewelry brand Genevieve the Label fitted guests with their own custom grillz, putting forth their own personal style and showing them how to stand out from the pack. Because that’s what greatness is—finding out how to stand on your own.
As the party kicked off later in the evening, DJs REJY, BEAUTYINBLACK and STINHOW provided tunes to carry everyone into the thick of the festivities. Suddenly, at 8:30 on the dot, with the venue abuzz with hundreds of guests, came the evening’s big reveal: a concept collection designed by four up-and-coming designers from across Europe, inspired by the AWAKEN GREATNESS theme. London-based designer James Harjette created a bomber and trouser set inspired by the Jumpman logo; Lou de Bètoly upcycled vintage Jordan Brand jerseys into an elegant two-piece; Berlin’s own Kasia Kucharska used her signature woven latex and lace technique to construct a futuristic-looking garter belt; and fine jeweller SIADDS Atelier designed custom rings, earrings, and necklaces. As models appeared from behind a giant curtain, guests could experience the collection up close and personal—and see how each designer pushed themselves beyond their creative limits to create something truly spectacular.
As if that weren’t enough, another big moment was revealed directly after the concept collection: an exclusive performance by Mariah the Scientist, currently one of R&B’s brightest and shiniest stars. Decked out in pieces from the AWAKEN GREATNESS collection, she ran through some of her biggest hits, as the crowd sang along and swayed to the beat. It was the perfect ending to an event all about self-realization, where an artist who is so completely herself was able to bridge the gap between art, fashion, and music.
So much happened at AWAKEN GREATNESS, and there is so much more to come—more style, more visuals, more moments, more talent. Stay tuned on our channels over the coming weeks, and make sure to check out Jordan Brand and Zalando as we continue to wake it up.
You can also visit the Jordan Brand AWAKEN GREATNESS Product Page at Zalando for a deeper look at the full collection.
