The Air Jordan XX2 basketball shoe was inspired by Michael Jordan’s transcendent ability to ‘Take Over’. The digital campaign enabled users to fully experience the unique mindset of the dominant player in a revolutionary, immersive 3D environment on Jumpman23.com. The campaign was extended to All-Star 2007 in Las Vegas through mobile event alerts, projected HD content and an interactive imaging station called ‘How I Rock My Js’. Finally, the XX2 was cross-promoted across Jumpman23.com and Electronic Arts in an exclusive contest while downloadable themes, avatars and videos were made available via XBOX Live Marketplace.