For Chinese New Year, Jordan Brand needed a story for the launch of the CNY Pack – a limited edition collection featuring the Air Jordan V and the Jordan Super.Fly IV. The designs were inspired by the kite, a Chinese invention and a symbol of craftsmanship, good luck, and the dream to fly.

The Kite Boy campaign launched on Chinese social media over the course of Chinese New Year (one week period).

We kicked off with a teaser poster, stirring curiosity amongst Jordan fans. The following day, the CNY Pack dropped through a digital look book, including an athlete photo shoot, an apparel lay down, and an unboxing of the limited edition pack.

The 3-minute Kite Boy animated film launched on Jordan Brand’s social handles with a question to fans: “How will your dreams take flight this coming year?” Iconic moments from the film were posted as gifs, giving fans social content to express their CNY aspirations.