Launching the holy grail
For sneaker lovers, the Air Jordan XI ‘Concord’ is the holy grail. The shoe’s mythological status owes to both its history and its rare supply. In 1995, Michael Jordan stepped onto the hardwood for playoff competition in the now-iconic style. The never-before-seen silhouette shined bright with patent leather atop a translucent sole, redefining what a sneaker could mean to the culture.
When Jordan Brand brought back the ‘Concord’ 23 years after its debut, it needed a high-visibility drop that made waves. Our team synced with existing brand strategy to produce a retro aesthetic that blended seamlessly with modern tech platforms. The ‘Concord’ owned the airwaves for days, garnering enough attention to help this large-scale global launch be a huge success.