to celebrate the year the iconic relationship between Michael Jordan and Nike began we coined the store the '85 shop.
In this gallery/shop experience, basketball fans and sneaker heads alike could come to explore the origins of the most iconic basketball sneakers in history, from original Nikes to 1985's key basketball shoes to the most complete collection of Jordan’s.
We built this from the ground up in 6 weeks' time.
The '85 Shop opened during the "Jordan Year", 2023, the same weekend the movie "Air" debuted, which tells the story of Nike signing Michael Jordan.
We leveraged social to tease, launch, and celebrate the store,
We worked with photographers and influencers who are embedded in sneaker culture to credibly share the breadth and depth of the shoppable store.
The store was a success with 1,300 attendees over two days. The above is a postcard that greeted each customer including a MAP OF THE SPACE and A QR code to the inventory guide/shoppable store. This was accompanied by a tote bag, t-shirt, and survey upon exiting the space.
