LFG is an up-close and personal look at the US Women’s National Team’s fight for equal pay: a timely and illuminating portrait of a real-life struggle aimed at making positive change for the next generation.
To celebrate the release of LFG and rally around the U.S. women’s national team’s ongoing fight for equal pay, LFG and HBO Max created a unique gifting experience designed to break barriers and shatter expectations. Working alongside dynamic, multi-disciplinary artist and streetwear designer, Laci Jordan, whose numerous collabs include Nike, Jordan Brand, Calvin Klein, and Footlocker, the experience crafted an unforgettable unboxing moment with a symbolic twist. The Knockturnal was gifted a bespoke LFG jersey inspired by the women’s team fight.
Dana Flax’s (VP of Program Marketing) spoke about the collaboration:
LFG is so much more than a film – it’s a rallying cry – and as such we wanted to create a unique experience for fans of the team and proponents of the cause to literally break a barrier and commit to joining the team in the fight for equity. From the beginning we sought to find a designer that embodies the values of the film to create this special, one of a kind jersey, and we were so proud to be able to partner with Laci Jordan on this unquestionably dope kit. Her immense talent as a designer immediately attracted us to her work, but her vocal commitment to the cause of advancing marginalized communities was critically important to us in approaching a partnership. We’re so thrilled to see the great response so far from inspiring folks like Ciara, Allyson Felix, Vanessa Bryant, Eva Longoria, and Steve Nash amongst others and we look forward to seeing recipients rock the jerseys at USWNT Olympic viewing parties this summer.
The Knockturnal: How did you get your start as an artist, designer, and creative director?
Laci Jordan: So, I actually got into design initially. I went to University of Alabama, and I was originally in a different career path. And just throughout my studies and my college experience, I ended up taking a design course and switching gears in my career path. So that class sort of just sparked my interest in design. And from there, I just dove into the field. And through just years of working, my profession has changed from traditional graphic design, to more traditional art, to doing different things like creative direction, dabbling in photography, but my entrance into the field came through my education.
The Knockturnal: What is your favorite medium?
Laci Jordan: It’s hard to say, because I don’t think I’ve explored all the mediums I want to explore to properly answer that. But I will say that right now, my favorite is seeing my art and my work translated in physical form. I think existing in the lives of many through clothes and products, is just a cool way that they can express themselves. And I love the fact that I can create work that gives people the opportunity to present to the world an expression, if that makes sense. I’m also interested in different ways that my work can bring individuality to people and can be expressed by that. So, something about product and just seeing work — like I don’t want to say static, so you know, on a canvas or in digital, but something that is out in the world and can affect people and translate different moods and also is something that people can carry around as a form of self-expression.
The Knockturnal: Who are some of your favorite artists/designers?
Laci Jordan: Honestly, I have a lot! Here’s a few, but definitely not the full list: Nina Chanel, Edinah Chewe, Lakwena, Jacob Rochester, Willo Perron, and Barkley Hendricks.
The Knockturnal: What artists would you like to collab with?
Laci Jordan: Honestly, I have a lot! Here’s a few, but definitely not the full list: Rihanna, Nina Chanel, and Es Devlin and Willo Perron.
The Knockturnal: Can you speak of your collaboration with HBO Max and LFG on the custom jersey?
Laci Jordan: So, this was a super fun project for me … something that I stand for. So anytime I do a project, I have certain qualification that they need to meet and one of the qualifications is it has to relate to something that I stand for. So, for this jersey, I’m an advocate of women’s rights. I’m an advocate of equal pay. And I’m also someone who is just naturally interested in sport and root for women athletes. So, it was sort of like a no brainer if I should take the project but it also was something that was near and dear to me because it holds all the buckets of things that I care about. I also love the documentary, and I love what it stands for, I love that is so in your face. I love that the title is “Let’s F—ing Go.” It’s not holding anything back. It’s one of those things you can’t miss. So, it was something that was really, really fun for me. And I love seeing it rolled out. And I love seeing people who were involved in a documentary and fans and fans of the sport and different people gravitate to the jersey, and really, really fall in love with what it means. So, it was a great collaboration. I also love the fact that I was given creative control; I could create what I want. And I think all of that energy translated into the final piece.
The Knockturnal: How do you choose brands to collaborate with?
Laci Jordan: I have a set of values for myself and my work. So, with each project, it has to fit into those buckets, and just some examples are, you know, the project has to be something meaningful, the brand has to either be a brand that I want to work with, or I think represents good values. I also understand that everybody can’t get everything right. So, I have to do my research and figure out what that means for me, but each project has to fit into that. And it also includes budget, timeline, if it’s something that’s a quick timeline then the budget has to match that. But really something that speaks to my spirit and is in line with what I represent as a person and what I want my art to represent, and also be associated with.
The Knockturnal: What’s coming up for you?
Laci Jordan: I’ve done a lot of client work over the years. So, at this point, I’m excited to just create things for me and create things that exist in different forms. Like when we speak about the jersey, that was really impactful for me because there was a lot of room to just be super creative. And that’s the piece that people can take with them in wear out and be a form of conversation and self-expression. So, I want to create more of that. And not just in collaborations, but just for myself and in just my vision. So, I’m really focused on experimenting and expanding in figuring out where I want to take my art and my business. So right now, I’m exploring and I’m expanding that.