Nike Scores with Jordan All-Star Weekend Exhibit - Event Marketer

Nike Scores with Jordan All-Star Weekend Exhibit

DB_Silver_Nike_2014 Ex
Brand: NIKE
Agency: TANGRAM
Awards: EX AWARDS — BEST EVENT/ENVIRONMENT (CONSUMER)
Year: 2014

The Jordan brand traditionally launches the newest iteration of the Air Jordan shoe at All-Star Weekend, and 2013 was no different, except for one minor detail—Michael Jordan was turning 50. The stunning footwear exhibit, styled after the green and black colors of the new Air Jordan XX8 shoe, incorporated every facet of All-Star Weekend: entertainment, sport, hip-hop and all things hoop-related at three Houston sites, including the Galleria and Northline Commons malls. Topping it all off—a museum-style display and a golden statue of the “jumpman” at Jordan’s 50th birthday celebration at the Museum of Fine Arts Houston.

Nike’s goal was to impress its target audience of devoted shoe and basketball fans with something they had never seen before. With many celebrities and basketball pros present for Jordan’s birthday, the exhibit had to be astounding to impress such a discerning crowd.

At Foot Action, Foot Locker and a special VIP location, fans could customize their shoes, check out a collection of limited edition, electric green and black Air Jordans and even lay down a track in a miniature recording studio. The XX8 experience was eye-catching and interactive, incorporating the black light-activated Night Vision shoe collection in order to make the experience as immersive as possible. Fans could show off their basketball handling skills at an obstacle course, and there was a trampoline for dunk contests. Attendees also could get custom-printed shoes and shirts.

The launch attracted thousands of people, celebrities and the Air Jordan XX8 sold out by the end of the weekend.

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