THE WALL OF JORDAN — A PEOPLE POWERED TRIBUTE TO THE MAN AND THE LEGEND HIMSELF TOGETHER WITH ALL OF CHINA. BE PART OF THE WALL. BE PART OF THE FAMILY.

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 REALTIME, INSPIRING OTHERS LIKE HIROSHI FUJIWARA AND ATHLETES LIU XIANG AND LI NA TO PARTICIPATE, EARNING THEM THE RIGHT TO BE PART OF THE WALL.

46,000 UGC SUBMISSIONS

438.10% TOTAL FAN GROWTH

720.10% INCREASE IN WEIBO ENGAGEMENT

THE WALL OF JORDAN IS THE BRAND'S MOST SUCCESSFUL DIGITAL CAMPAIGN IN CHINA TO DATE.

THE WALL EVOLVED FROM AN ARTWORK TO A TRIBUTE MADE BY A NATION. IT EVOLVED FROM A PAIR OF KICKS, TO A WAY OF LIFE. AND ABOVE ALL, IT UNLEASHED THEIR GREATNESS WITHIN, EARNING THEM THE RIGHT TO BE PART OF THE JORDAN FAMILY.