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Jordan Brand Takes Flight at All-Star Weekend

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In 1988, Michael Jordan ran the length of the court, took off from the free throw line and soared through the air, cocking the ball back as he delivered a perfect 50 in the final round of the dunk contest. That dunk that will forever be frozen in time; MJ suspended in air, igniting the fantasy that Jordan himself could fly. When Michael began his last round of the contest, the commentator announced: “Mission Control, ready for launch…”

This iconic image of MJ taking Flight created the logo and backbone of the Jordan brand, and brought increased attention to the line of Air Jordan’s. The Air Jordan has a long legacy within the basketball community but, this year, Jordan brand took it to a whole new level. After 2 years of innovation design, tests, reviews, and much more, the Air Jordan XX8 launched in Houston on the first day of All-Star Weekend.

Inspired by the AJXX8’s sense of stealth and night vision, an innovative and interactive trialing experience designed specifically for the AJXX8 was erected in the Houston Galleria. Consumers could step into the shoe, feel how comfortable and light it was and give it a test run through a series of challenges. The last challenge tested out the new Flight Plate technology; enabling the consumer to literally “Take Flight.” The comfort and flexibility of the shoe were clear to every consumer after trying it on, leading many of them to the Galleria Foot Locker to purchase their own pair.

The experience didn’t stop at the shoe trial; completion of the trial challenges unlocked the next opportunity for consumers, The Flight Deck. This unique build-out gave consumers a sneak peek at the complete Jordan line of 1 – 27 with the history associated with each design as well as some of the future designs that will launch for the AJXX8. The experience was hidden behind frosted doors with a bouncer out front, further creating a sense of exclusivity. Consumers never knew who they might see inside – Michael Kidd-Gilchrist, Carmelo Anthony & Russell Westbrook all came through, in addition to artists Trae tha Truth, Bun B., and Fabolous.

The Jordan experiences at the Houston Galleria became the place to be at All-Star Weekend, a victory in itself that cannot be overstated in a market known for its star-power and overall cool factor. MKTG INC & Jordan brand were able to leave an indelible mark on consumers with the launch of the AJXX8, ensuring that it will remain culturally relevant for years to come.

In short, mission accomplished.

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