Jordan Concord XI
For sneaker lovers, the Air Jordan XI ‘Concord’ is the holy grail. The shoe’s mythological status owes to both its history and its rare supply. In 1995, Michael Jordan stepped onto the hardwood for playoff competition in the now-iconic style. The never-before-seen silhouette shined bright with patent leather atop a translucent sole, redefining what a sneaker could mean to the culture.
When Jordan Brand brought back the ‘Concord’ 23 years after its debut, it needed a high-visibility drop that made waves. Our team synced with existing brand strategy to produce a retro aesthetic that blended seamlessly with modern tech platforms.
Associate Creative Director: Laura B Stull
Designer: Jess Lyons
Copywriter: Todd Arnold
TEAM
In order to apply the campaign’s retro aesthetic to Nike’s digital platforms, our team navigated sometimes oppressive constraints but utilized our deep experience and innovative creative problem solving to ensure that both site visuals and functionality reflected the iconic nature of the Jordan XI drop.
We also strategized opportunities to augment the campaign experience with playful and engaging animation of both campaign assets as well as foundational components of Jordan’s digital ecosystem, including the Jumpman header and footer and an animated ticker.
As a result of our team’s persistence and innovative approach, the ‘Concord’ owned the airwaves for days, garnering enough attention to help this large-scale global launch be a huge success.
