Promote the launch of Chris Paul's new shoe the the Jordan brand in a non-traditional way. At the same time, let everyone know that this shoe is all about traction and control.

Los Angeles, California was chosen as the place to launch the shoe as Chris Paul plays for the Los Angeles Clippers, with the aim of creating an impactful viewable experience for those in LA, that could then be amplified to broader audiences.

At the experience itself, hundred and thousands of people crowded around to see the stunt first hand, so much so that additional police were called to manage the crowds. The video of the even had 1.1 million views on youtube and 1.43 million social engagements.