Jordan: 28 Days of Flight
Traditionally, Jordan Brand launches the next iteration of the Air Jordan shoe at All Star Weekend and 2013 was no different except that, oh yeah! MJ was turning 50! Hard for Ballers to believe, making us all examine our own aging selves, but in typical form Jordan DOMINATED ASW which, over the 28 years of the Jordan Shoe, has evolved into the premier weekend for entertainment, sport, hip hop, and all things hoops related.
As a celebration, the Jordan Brand launched it's new Air Jordan Shoe as well as a bad ass collection of black light activated shoes known as the Night Vision Collection.
The XX8, modeled after a quote from Jordan after being asked to define "Stealth", Michael replied with a text... "Stealth is like a black cat. It’s an automatic aircraft. You can’t f— with an automatic aircraft. It’s like my game. By the time you see it, it’s too f—— late."
After the sneak peek this winter in NYC, Jordan Brand asked Tangram to express the idea of stealth around the campaign "Dare to Fly", and we were more than thrilled to take wing. Inspired by the sleek design of the XX8, the dark matte black over mantle hiding the vibrant volt green detail, and the power behind the brand, our design team came up with concepts that were tight and right.
The journey encompassed three sites in Houston, including the Galleria and Northline Commons malls over All Star Weekend. We designed and installed experiences at Foot Action, Foot Locker and a special VIP location, where one could customize their shoes, check out a collection of beautiful and limited edition Jordans, and even lay down a track (fresh beats, holla!) in the miniature recording studio.
We were also asked to create a museum style display and a golden statue of the "Jumpman" for MJ's 50th birthday party, which was celebrated at the beautiful Museum of Fine Arts Houston. R. Kelley was croonin' and the glitterati were bumpin'!
The launch was a huge success, attracting thousands of people, celebrities, and selling out of the Air Jordan XX8 by the end of the weekend.
We were so proud and honored to be a part of the celebration! Cheers, Michael! And here is to 50 more years of flight! After all Tangram knows that "Flight Makes Right!"
