A performance-driven launch experience for the Air Jordan XX8 that invited sneakerheads to enter a gauntlet of trials and competition to earn access into one of the most talked-about activations of NBA All-Star Weekend.
CLIENT
Jordan Brand
Experience Strategy | Interactive Systems Design | On-Site Execution
Jordan XX8
NBA All-Star Launch
We created a fully connected, performance-based pop-up where trial, competition, and digital systems worked together. Participants wore the product, competed through physical challenges, earned points, and unlocked access in real time, culminating in entry to an exclusive Jordan space reserved only for those who qualified.
Our Solution
Sneaker culture already values exclusivity, but access to the product alone is not enough. When so many online can show they have the product, then things like effort, skill, knowledge, and participation can be a differentiator of status as a true "sneaker-head".
Insight
Launching the Air Jordan XX8 during NBA All-Star Weekend meant competing with nonstop noise, hype, and spectacle. Jordan needed more than visibility. They needed credibility. The launch had to reward real participation while maintaining control, exclusivity, and operational precision at scale.
Challenge
Set inside Houston’s Galleria Mall, the Air Jordan XX8 launch unfolded across two connected environments during NBA All-Star Weekend. On the ground level, Dare to Fly introduced the shoe through a series of athletic challenges designed to test speed, agility, and explosiveness. Above it, an invite-only Jordan lounge, known as the Flight Deck, served as the reward for those who earned access.
Rather than relying on static displays or first-come access, the experience was built around progression. Every participant had to prove themselves to move forward.
Background
Next Project:
INPHANTRY designed and built the digital infrastructure that connected every part of the Air Jordan XX8 launch into a single, measurable experience. At the center was a custom RFID system that tracked each participant’s journey in real time, from registration through completion of the physical challenges.
Participants were issued RFID-enabled bracelets that logged performance across every activity, totaled points, and updated clearance status as they progressed. That same system powered a queue management layer to control flow during peak hours, ensuring fairness, safety, and consistent throughput without slowing the experience.
We also built an inventory management system to track footwear check-out and return, giving the on-site team full visibility into shoe availability at all times. Live leaderboards pulled directly from the scoring engine, turning performance into a visible competitive layer that drew crowds and encouraged repeat participation.
Access to the Flight Deck was controlled through custom bracelet scanners built specifically for the activation. Staff at the entrance could instantly validate credentials, allowing only qualified participants into the space. To connect the experience to retail, we partnered with Foot Locker to give participants who met performance thresholds priority access to purchase the Air Jordan XX8, turning earned progress into a tangible reward.
Every system was designed to work together seamlessly, creating an experience where access, progression, and exclusivity were proven through participation.
Development
The activation quickly became one of the standout experiences of All-Star Weekend. Crowds gathered to watch participants compete, while earned access to the Flight Deck became a visible marker of status. Press coverage highlighted the exclusivity of the wristband-controlled entry and the immersive nature of the Jordan-only space.
Over the course of the event, thousands of participants engaged with the experience, generating sustained social momentum before, during, and after the launch. More importantly, the experience reinforced Jordan Brand’s performance-first positioning by making active participation the path to access.
Reception
Contact
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