THE AIR JORDAN XX LAUNCH:
Celebrating 20 years of Air Jordan
Crafted by legendary shoe designer Tinker Hatfield, the signature shoe wove design and technology, with a laser-etched strap that included over 200 icons, creating a tapestry of stories that told of Michael Jordan's unparalleled life and career. This icon-driven narrative informed all integrated executions and a Jordan XX pop-up experience at the NBA Allstar Game.
"The Air Jordan XX is a reflection and celebration of my life and career over the past two decades. It's always been more than just a shoe to me."
– Michael Jordan
The "Will You Be the One" campaign successfully introduced Michael Jordan's story to a new generation of fans. It also created a significant cultural impact around the launch of the Air Jordan XX, reclaiming consumer & industry trust in the power of the brand. The Jordan XX became the No. 1-selling in-line basketball sneaker in America in 2005.
