Inside Adler’s Grainger Sky Theatre, media and influencers experienced never-before-seen 3D content of Jordan sneakers, playing highlights, and a video with the man himself voicing over a countdown from the Air Jordan 1 to 30. The experience would share a collection of stories told through the cosmos and show how the history is now embodied in the greatest basketball shoe ever.After the Air Jordan XX9, the new Air Jordan XXX was revealed for the first time in a 3D projection, as the legendary designers behind the performance basketball shoe took the stage for a moderated Q&A that explained the design inspiration and technology innovation.

Jordan Brand also created a premium media experience, showcasing its iconic line of products along with top moments from Michael Jordan’s career. Upon arrival, guests walked through a room of mini galaxies, featuring every original Air Jordan, sorted by themes of innovation over the line's history.

Over several months, the team developed a comprehensive script and content plan to bring the story of Air Jordan XXX to life. Jordan Brand chose a small and focused list of 30 attendees, creating an exclusive environment while promoting the story through the most impactful media. Through post-interview sessions with designers, quality media coverage announcing the product and promoting the shoe’s key features were secured with USA Today, Sports Illustrated and Fox Sports.

To reach consumers around the world, Jordan Brand coordinated a livestream of the event, registering more than 20,000 viewers. This generated global awareness for the product unveil and drove anticipation for the upcoming release.

In February, the product launched at retail during NBA All-Star Weekend in Toronto, maximizing visibility at a time of peak interest among international basketball media and fans. The product was sold in-store at a preview of 306 YONGE, Canada’s first Jordan-only retail location.

Key metrics combining coverage from the AJXXX unveil event (Jan. 14) to retail launch at All-Star weekend (Feb. 14) resulted in a total of:

-247 Editorial Placements

-555.3 Million Editorial Impressions

-38.8 Million Social Impressions

-482,545 Social Engagements

Media coverage consistently delivered on messaging pull-through, highlighting key attributes and connecting tech innovations to stronger on-court performance.

Top highlights included:

-ESPN.com and SportsCenter pieces on the cultural impact of Jordan Brand. The online piece was the top story on the homepage; a SportsCenter feature detailed the evolution of the brand over the past 30 years.

-Sports Illustrated print placement detailing performance innovations and design inspiration.

-YouTube "unboxing" with two designers and social influencer Jacques Slade, registering more than 300,000 views as of April 1.

In an online presale for consumers on Nike.com, social influencers promoted to their basketball-focused followers, helping Nike (not just Jordan Brand) break the previous member pre-sale record.