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

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.

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.

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.