The primary brief was to re-establish a meaningful connection between the brand and its performance roots, during its 30th Anniversary celebration at NBA All-Star Weekend.

The secondary task was to promote shoe trialling of the brand’s 30th anniversary ‘Pearl Pack’ (a collection of 4 uniquely styled performance shoes released specifically for All-Star Weekend).

Jordan has always been a brand of firsts. Over the past thirty years, its product innovation and design have made it the world’s leading basketball brand.

Since the launch of the first Air Jordan in 1985, the brand has also delivered some of the industry’s most iconic commercials and ‘cultural moments’.

Through consumer and influencer research amongst the Jordan Brand’s core audience and by also studying their social media behavior, it became apparent the perception of the Jordan brand has shifted. Once considered a leader in on-court performance shoes, today it’s known more as a fashion/streetwear brand with Jordan retro shoes (re-released vintage models) far outselling current performance products.

The challenge was to re-establish a meaningful connection between current target consumers, ages 18 to 24, to the man behind the brand, the brand’s performance roots, and to inspire consumers to take flight in Jordan’s latest performance shoes.

‘The Last Shot,’ a fully-reactive and immersive basketball half-court, let players step into a virtual time machine to recreate the moments that changed basketball forever.

The experience was complete with 10 million LEDs, 7.1 surround sound, on-court defenders and teammates, a live announcer, and a countdown clock. The 8000 fans in the virtual crowd, court graphics, and signage were meticulously styled to three separate eras.

The experience was an unprecedented combination of technical innovation and brand storytelling. Fans experienced the magnitude of Michael Jordan’s greatest moments. Those who stepped on the court were blown away, and built a deeper respect for the brand.

By enabling consumers to experience the brand in a way that had never been done before, leveraging the latest technology and providing personalized assets to be shared out for bragging rights, Jordan remained true to its epic reputation as a brand of firsts by giving customers an experience only the Jordan brand could … and left them wanting more.

“#1 All-Star Weekend Experience” - ESPN

“The World’s Coolest Basketball Court” – WIRED

“The Jordan Brand continues to find ways to tap into the next generation” - SPORTS ILLUSTRATED

“A must-see experience” – USA TODAY

A division of Nike Inc., Jordan is a premium brand of footwear, apparel and accessories inspired by the dynamic legacy, vision, and direct involvement of Michael Jordan. Over the past 30 years, the brand has grown into a complete lifestyle collection of performance sport, casual, training, and style products.