The overarching creative strategy for the shoe launch was that the CP3.IX offered players ‘Striking Control’ on the basketball court. In keeping with this theme, we created Striking Control: a retro-inspired mobile game that became the access point for fans to pick up the shoes. When players reached in-game milestones, they unlocked links to Jordan.com – where they could purchase the shoe. The more control players showcased in the game, the more access they unlocked – reiterating the product’s benefits and rewarding those who mastered it. As a way to edge out the competition, fans could tweet a lightning emoji with the campaign hashtag – #StrikingControl. This became a live, in-game obstacle that stopped others from reaching the product first.

Striking Control is an interactive web-game, optimized for mobile. Players swipe left and right on their screen to navigate an avatar of Chris Paul (Jordan Brand athlete and face of the campaign) through a stormy city streetscape – dodging cars, road blocks, and lightning bolts. The game speeds up progressively, requiring players to showcase more control the further they get. As in-game milestones are reached, links to purchase shoes are unlocked – which direct to Jordan.com. As players unlocked new shoe color ways, they also unlocked new outfits for Chris to wear in the game.

Striking Control solved a very real problem in the sneaker industry through a fun and engaging experience that amplified the shoe’s performance benefits. And, most importantly, handed control back to our fans.

• 10,000 Players within hours of launch

• 250,000+ Games played

• 18,000 Shoes Unlocked

• 125,000,000 Media Impressions (overall campaign)