Unknown to many, much of the archival footage of Michael Jordan from his collegiate and professional games is very patent protected. Through licensing contracts with the NBA and NCAA, the Jordan Brand was able to secure rights to use the content from two of his most iconic games to bring to life ‘The Last Shot’.

Therefore, access to ‘The Last Shot’ experience had to be free and the content could not be streamed in its full form via the internet or TV.

‘The Last Shot’ turned 4 huge digital screens into a fully-reactive and immersive basketball half court – that let players step into a virtual time machine to recreate the moments that changed the sport forever.

The experience was complete with 10 million LEDs, 7.1 surround sound, on-court defenders and teammates, a live announcer, and a countdown clock. The 8000 fans in the virtual crowd, court graphics, and signage were meticulously styled to the three separate eras.

Each player was sent a personalized highlight film of their experience to share online, and a link to purchase the shoes they’d trialled.

‘The Last Shot’ experience was an unprecedented combination of technical innovation and brand storytelling. Through the experience fans experienced the magnitude of Michael Jordan’s greatest moments. Those who stepped on the court were blown away by the experience, and built a deeper respect for the brand.

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“#1 All-Star Weekend Experience” - ESPN

“The World’s Coolest Basketball Court” – WIRED

“The Jordan Brand continues to find ways to tap into the next generation” - SPORTS ILLUSTRATED

“A must-see experience” – USA TODAY