CASE STUDY
Jordan Brand
Jordan Brand
Celebrate the 40th Anniversary of the Air Jordan 1.
Celebrate the 40th Anniversary of the Air Jordan 1.
The Gap
The Gap
A milestone anniversary couldn’t rely on a traditional product release. Jordan Brand needed to transform the legendary story of the “banned” Air Jordan 1 into a connected consumer experience that celebrated the brand’s legacy, rewarded loyal fans, and reinforced its cultural influence in the city where Michael Jordan built it.
A milestone anniversary couldn’t rely on a traditional product release. Jordan Brand needed to transform the legendary story of the “banned” Air Jordan 1 into a connected consumer experience that celebrated the brand’s legacy, rewarded loyal fans, and reinforced its cultural influence in the city where Michael Jordan built it.
The Opportunity
The Opportunity
Transform a milestone product launch into a connected consumer ecosystem that blended retail, experiential marketing, hospitality, and culture.
Transform a milestone product launch into a connected consumer ecosystem that blended retail, experiential marketing, hospitality, and culture.
The Expansion
The Expansion
Rather than centering the launch around a single event, we developed a week-long consumer journey blending exclusivity, luxury retail, hospitality, and culture. The experience moved from Concierge23 and SNKRS Pass to Unbannable and Nina’s Soul Supply—an underground warehouse experience celebrating Chicago’s music and creative culture.
Rather than centering the launch around a single event, we developed a week-long consumer journey blending exclusivity, luxury retail, hospitality, and culture. The experience moved from Concierge23 and SNKRS Pass to Unbannable and Nina’s Soul Supply—an underground warehouse experience celebrating Chicago’s music and creative culture.
The Leadership
The Leadership
I led cross-functional collaboration across Jordan Brand, Nike, TEN35, agency partners, production teams, vendors, retail partners, talent, and client stakeholders—aligning strategy, creative, operations, and live execution across every consumer touchpoint.
I led cross-functional collaboration across Jordan Brand, Nike, TEN35, agency partners, production teams, vendors, retail partners, talent, and client stakeholders—aligning strategy, creative, operations, and live execution across every consumer touchpoint.
THE IMPACT
Delivered a week-long experiential ecosystem for the 40th Anniversary of the Air Jordan 1 High ’85 “Bred.” Unified luxury retail, hospitality, cultural programming, and experiential marketing into one connected journey. Helped generate anticipation for a sellout re-release.
Delivered a week-long experiential ecosystem for the 40th Anniversary of the Air Jordan 1 High ’85 “Bred.” Unified luxury retail, hospitality, cultural programming, and experiential marketing into one connected journey. Helped generate anticipation for a sellout re-release.
Ready to build what matters?
Ready to build what matters?
START WITH CLARITY →
START WITH CLARITY →