The launch of the Air Jordan XIX collection required an integrated marketing and branding strategy to establish a dominant presence in the marketplace. Blast Radius is bringing the XIX alive in the language of Brand Jordan's consumer by utilising exclusive Jordan resources, breakthrough design and 'athletic luxury' brand positioning. Thus, we are delivering on the brand promise, 'To inspire the Jordan consumer to work hard and live well on and off the court.' The goal of the AJXIX digital campaign is to tell a strong story that inspires greatness and, 'sets the standard for greatness on and off the court.'