On it's 30th year, the Jordan brand brought the celebration to Shanghai by bringing in the man himself, Michael Jordan, to the country.

The task was to create a campaign that celebrates the brand in a way that ties back to the culture of the people and connect with them in a deeper way.

The Wall Of Jordan — a socially-inspired mural that pays tribute to the man himself together with all of China and the undisputed king of figures, Michael Lau.

Each artwork on the wall is inspired by people’s tweets that answer the question — What Makes You Jordan?

Users were driven to the campaign mobile site, where they submitted their stories. The chosen 30 tweets were turned into pieces of art

The mobile site evolved real time, inspiring others like Hiroshi Fujiwara and athletes Liu Xiang and Li Na to participate, earning them the right to be part of the wall.

And on the final day of the House of Flight Shanghai (a Jordan gallery built for the 30th anniversary), the wall was presented to none other than MJ himself.