Air Jordan XX9
Date
2014
Services
Strategy
The Air Jordan. The Game Shoe. Designed by MJ and Tinker.
The ask was pretty simple here. Can we get people excited for the game shoe again? At the time people weren’t really interested in new Jordans. The retros were what people cared about.
The Air Jordan XX9 was the first woven basketball shoe. This made it a very different experience for hooping in.
To get people hyped we knew they needed to get on the court and play ball in them.
We put together an influencer program - this was before people really even called them influencers. We just called them ‘people who talk about hoops on social’.
We got them in XX9’s. We got them to Terminal 23 - a secret Jordan basketball court underground in NYC. We got them posting videos. We partnered with retail for pop ups. We had mainstream magazines and newspapers writing about the tech in the sneakers
You couldn’t open a social app or a magazine without seeing a Jordan XX9. This has gone down as one of the most hyped product launches ever.
I still hoop in XX9’s.
— Image title
— Michael Jordan and Tinker Hatfield at the Jordan XX9 launch in NYC
— Michael Jordan and Tinker Hatfield at the Jordan XX9 launch in NYC