Air Jordans
Brief Background
Goal
Change Air Jordan’s brand positioning and expand their target, market, and sales.
Audience
Gen Z and Millennials that have an interest in sports, should be familiar with the Air Jordan brand, are regularly on social media and do a lot of their shopping there.
Problem
The Jordan brand has yet to truly expand beyond basketball and street fashion
Desired Action
Make Air Jordans shoes for everyday life and not just sports.
Insight
Because timeless design and versatility are what make a pair of Jordans more than just sneakers—they’re a statement.
Key Message
It’s not just footwear, it’s a Forever Pair.
Creative Brief
GET – Gen Z and Millennials interested in sports and familiar with the Air Jordans brand
WHO – do not think that Jordans has truly expand beyond basketball and street fashion
TO – choose Jordans shoes for everyday life and not just sports
BY – showing them that a pair of Jordans are more than just sneakers
Execution + AI-Generated Creatives
Celebrating the timeless legacy of Jordans through a series of activations, the campaign highlights how Jordans evolved while remaining a constant in self-expression and iconic styles.
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The launch starts with an exciting QR Code treasure hunt.
QR codes will be strategically placed in major cities like New York, Paris, Tokyo, and London. Scanning the codes will reveal a countdown to exclusive pop-up events in each city.
Billboards and smaller print posters will showcase the QR codes, inviting everyone to join the hunt.
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Partnering with Wisdom Kaye, he pairs various outfits from different eras with a single pair of Jordans, showcasing their timeless legacy. Collaboration should highlight how Jordans effortlessly adapt to changing styles while self-expression and iconic fashion remains a constant.
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QR codes guide visitors to a pop-up showroom featuring an exhibit on the evolution of Jordans through time.
The exhibit continues to a custom station where visitors can customize their Jordans.
The experience ends with a blank wall featuring the Jordan logo, where visitors can share their "Jordans through time" stories.
