Jordan Brand 30th Anniversary Print Campaign + Brand Activation

To celebrate the 30th anniversary of the Air Jordan franchise, Nike’s Jordan brand created “The Last Shot,” a 1,200-square-foot responsive LED half-court where guests could virtually recreate two of Michael Jordan’s most iconic shots from the 1982 N.C.A.A. Championship and the 1998 N.B.A. Finals. After entering the “Pearl Pavilion” at Penn Plaza, located across the street from Madison Square Garden, guests received R.F.I.D. wristbands and were “transported” back in time through audio and video, including crowd reaction and graphics that change based on their performance—allowing fans to run in Jordan’s kicks, but with a personal twist.