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Virtual illustrations of the Air Jordan shoe
Air Jordan sneaker floating in the air on a grey background

Air Jordan XXXV Unveil • Virtualizing the hype-fueled sneaker drop

  • Client

    Jordan Brand

  • Solutions

    Virtual EventsXRFashionAnimationPlatforms

Case Study

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Case Study

Gaining the home-court advantage.

A cultural icon beloved by sports fans, sneakerheads and A-listers alike, there’s no shoe that brings people together quite like the Air Jordan—and when it’s time for a new sneaker drop, city centers are usually packed with hundreds of fans waiting at storefronts in lines wrapping around the block.

With the launch of the Air Jordan XXXV, we partnered with Jordan Brand to recapture hype and settle the score on impactful online experiences for audiences at home with a private unveiling that could only be made possible digitally.

Our Craft

A design that inspires optimism and change, accessible to all.

  • Air Jordan xxxv floating in air
  • Two phones showing the Air Jordan mobile launch
  • Blue print of the design of the Air Jordan xxxv
  • A person dribbling a basket ball and a image of the Air Jordan xxxv shoe
  • A blueprint of the different pieces of the Air Jordan xxxv shoe

Fueling hype among loyal fans.

An initial VIP briefing session with key media hosted by the Jordan Brand team kicked off the two-part experience. After getting a peek behind the curtain of the new shoe, attendees were given access to a custom electronic press kit that included bespoke illustrations and GIFs of each invited media personality, as well as athlete animations, exclusive content on the shoe’s design and much more.

As the embargo lifted and it came time for the big unveiling, Nike loyalty program members and employees were invited to tune in to a livestream event featuring star-studded commentary from Jordan Brand President Craig Williams, Lead Designer Tate Kuerbis, Host Ari Chambers and Jordan Brand athletes, who gave unparalleled behind-the-scenes access to sneakerheads everywhere.

Walk a mile in these shoes.

The launch came to life through a wide range of content that altogether made the unveil more tangible for audiences at home. The centerpiece of the experience was a 3D preview of the new sneaker, giving fans an up-close look into its bold design. With the snap of a QR code, viewers could get an even-more-hands-on look at the release using augmented reality.

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