Appropriately launched for the 62nd NBA All-Star Game, Nike debuted its much-hyped AJXX8—the 28th sneaker in the legendary Air Jordan line—with a pop-up exhibition at a nearby shopping mall in Houston. There, curious shoppers and eager sneakerheads alike we’re invited to discover the shoe in a fully immersive experience designed by Inphantry.
Anyone who wanted to try out a pair of the new AJXX8 sneakers was asked to proceed through a digital registration system designed by us. Upon entering, they would receive a Jordan branded bracelet containing an RFID chip that was unknown to the user. Afterwards, participants would receive a pair of sneakers to test in a series of playful skill challenges like dribbling, jumping and (of course) dunking.
Attendees’ bracelets were scanned via our custom-built kiosks before and after the event challenges, which tracked their scores and “clearance level.” Once all the levels were complete, users were given clearance to enter the exclusive Air Jordan pop-up museum and lounge, a shrine to the iconic sneaker and its history. Naturally, sneakerheads were encouraged to tweet and Instagram their thoughts and photos for real-time wall recognition in the activation space, which helped launch #AJXX8 across these channels before its public release.
Overall, the four-day event attracted over 2,500 users who were able to experience the challenges designed and developed by our team. An additional 1,500 participants were granted access to the Air Jordan museum, which was limited to the highest scores overall.