Brand Experience
Nike, Jordan Brand
Jordan Parlor23
year
2023
capabilities
Master Planning
Show Development & Production
Guest Journey
Event Production
Event Logistics & Permitting
Vendor Management
Technical Direction
Production Management
When your brand's inspiration is NBA legend Michael Jordan, you need the coolest, slickest activation to leave sneaker heads and basketball enthusiasts salivating for more. TAIT stepped up to score a three-pointer from downtown with a pizza pop-up event that reimagined multi-sensory storytelling.
Honoring Michael Jordan’s iconic Salt Lake City 38-point game, Jordan Parlor23 was designed as a pizza shop with a difference. It was decked out with Jordan memorabilia and featured a curated exhibit that melded fashion and photography. The two-story immersive experience took fans on a journey through the Jordan Brand, highlighting powerful stories from four rising stars in the Jordan universe. Zion Williamson, Luka Doncic, Paolo Banchero, and Jayson Tatum shared meaningful mementos and anecdotes from their lives via engaging audio and video clips.
Among the visitors were kids from local community organizations who were in awe at the opportunity to compete against famous athletes. They ran drills, perfected their game, and worked up an appetite for the fresh, wood-fired pizza baked on-site and available in four tasty combos. DJ Orange spun beats as guests customized their limited-edition apparel and grabbed exclusive product drops. Meanwhile, die-hard Jordan fans geared up and trialed the new product lines.
This All-Star activation went viral, earning coverage in Adweek, Sneaker News, and Sole Savy and making some serious dough by selling out shoes in record time.
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