On August 15, 2025, Awake NY and Jordan Brand took over Seward Park on the Lower East Side for the second edition of Park Jam—a community celebration blending music, games, food, and streetwear energy. This year’s event carried extra weight, marking the release of their Air Jordan 5 collaboration. With sets by @venusx, @silentaddy, and @letter.zee, the jam was open to the public and buzzing with cultural currency.
Amid the beats and bites, Highness raised the bar with a fully pink, prize-stuffed Giant Human Claw Machine that stole the spotlight.
A Claw Made for Culture
The Giant Human Claw Machine isn’t just a game—it’s a full-body spectacle. At Park Jam, attendees strapped in and became the claw themselves, suspended over a pit overflowing with pink prizes. Every drop into the pit sparked cheers, selfies, and plenty of social shares.
By wrapping the claw in bold Awake-inspired pink and stocking it with an array of eye-catching prizes, the activation blurred the line between brand, product, and play. It wasn’t just about winning—it was about being part of the scene.
Branding That Grabs Hold
Visual knockout – A pink-drenched court, a claw to match, and prizes practically glowing—attendees couldn’t resist snapping, tagging, and posting.
Brand integration – Awake NY and Jordan Brand weren’t just names on a flyer—they were woven into the fabric of the experience itself.
Memorable engagement – Guests didn’t just watch the action; they became the action, diving into that pit of pink.
Amplified buzz – Human claw activations are already known to go viral. Add a collab as hot as the Air Jordan 5 and a color scheme built for social, and you’ve got pure digital fuel—already sparking hype across Facebook and Instagram.
The Bottom Line
About Highness
Highness is a creative agency and production house specializing in experiential storytelling. From large-scale brand activations to intimate pop-ups, they craft moments designed to spark culture, conversation, and community.
About Awake NY
Founded by Angelo Baque, Awake NY is a New York-based streetwear label known for merging high fashion with the city’s cultural grit. With deep roots in community and collaboration, Awake has become a voice of authenticity in global streetwear.
About Jordan Brand
Launched in 1997, Jordan Brand builds on Michael Jordan’s legacy with iconic sneakers and apparel that bridge sports, style, and culture. From hardwood classics to coveted collaborations, the Jumpman continues to define generations.
