Brand Activation · Team Epiphany × Jordan Brand

Jordan "Love Hurts"

Philadelphia Eagles Super Bowl Victory Parade · Brand Activation Photography

The call to shoot this came through a collaboration with another photography team. The client was Team Epiphany, the agency. The brand was Jordan. The occasion was the Eagles' Super Bowl victory parade — one of the rare moments when a city genuinely stops functioning and does something else entirely together.

Jordan Brand's "Love Hurts" activation was built around Jalen Hurts and designed to live inside the celebration, not just alongside it. A branded truck moved through the crowd distributing exclusive merch and Philly cheesesteaks. The centerpiece was Love Park, where the iconic sign got its "Hurts" addition for the day — turning an already charged Philadelphia landmark into a monument to the moment.

This is what brand photography looks like when the activation earns its place. The images don't read as marketing. They read as documentation of something that actually happened, in a city that was already feeling everything.