Air Jordan Launch
Events
Digital Strategy
Experiential Marketing
Project Overview
Appropriately launched during the 2013 NBA All-Star Game, Nike debuted its much-hyped AJXX8—the 28th sneaker in the legendary Air Jordan line—with a pop-up exhibition at a nearby shopping mall in Houston. There, curious shoppers and eager Sneakerheads alike we’re invited to discover the shoe in a fully immersive experience. Anyone who wished to try out a pair of the new AJXX8 sneakers would proceed through the digital registration system. Upon submission, the user would receive a Jordan branded bracelet, containing an RFID chip, which was unknown to the user. Afterwards, participants would receive a pair of sneakers to test in a series of playful skill challenges such as: dribbling, jumping and, of course, slam-dunking! Their bracelet would be scanned, via custom-built kiosks, before and after the event challenges, which would track their scores and “clearance level.” Once all the levels were completed, users were given clearance to enter the exclusive Air Jordan museum and lounge, a unique shrine to the iconic sneaker and its history. Overall, the four-day event accumulated over 2,500 users who were able to experience the challenges. An additional 1,500 participants were granted access to the Air Jordan museum, which was limited to the highest scores overall.Client
Air Jordan, NikeTags
DareToFly
Houston
Galleria Mall
2013 NBA All-Star Game
Experiential
RFID
Activation
Nike
Air Jordan
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