print, outdoor, point-of-sale, digital, pop-up event, tv commercial
The time had finally come for Michael Jordan to retire. His signature shoes to mark this occasion, the Air Jordan XX, were covered in laser etchings that transcribed the events and people in his life that shaped him into the greatest athlete of all time.
Micheal Jordan played every game like a warrior, ready to do battle.
The inspiration for the print treatment came from early warriors, from Japan, the Celts, the Vikings, the Aztecs, Native Americans, Samoans, and of course, the Maori. All were heavily inked with symbols telling of great victories and status earned through battle.
Jordan carried himself on the court as a warrior, ready to do battle.
Historically, warriors from early Japan, the Briton Celts, the Vikings, the Aztecs, Native Americans, Samoans, and of course, the Maori, dense tattoos tell of victories and status earned in battle. This was the inspiration for how we brought these to life.
Michael chose to keep these stories to himself so the competition could not gain an advantage during his career. During our print shoot in Chicago, he told the story of how he actually injured his index finger after his last Finals with Chicago.
Michael Jordan, ready to retire and freed from sharing secrets competitors could weaponize, was finally ready to tell his story.
His signature shoes to mark this occasion, the Air Jordan XX, were covered in laser etchings that only true fans could decipher. Dozens of graphic illustrations transcribed events and people in his life that shaped him into the greatest athlete of all time.
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