Jordan asked AKQA to devise a campaign to launch the new Jordan, a pure performance shoe. Instead of talking to sneakerheads, we decided to target the millions of highschool players who actually care about performance and are destined to be next in carrying on the Jordan legacy.
We had to get them ready for LAUNCH.
HOW IT WORKS
To prove that they are worthy of the shoe they will be pitted head to head against each other by aggregating publicly available stats like their points per game, rebounds per game and blocks per game.
The top 50,000 will be chosen to receive the new Jordan.
The top player in the U.S. and China will go head to head to be crowned the champion and receive the new Jordan specially customized in their honor.