people sat on steps in a Nike brand experience with neon lettering and gold lighting with mirror
Brand Experience

Nike / Jordan Brand

Tatum 1 Launch

Master Planning
Show Development & Production
Guest Journey
Event Production
Event Logistics & Permitting
Vendor Management
Technical Direction
Production Management

Jordan Brand was looking for a captivating way to launch NBA superstar Jayson Tatum’s first-ever signature shoe, the Tatum 1. TAIT partnered up to transform the Concepts Store on Newbury Street in Boston into an interactive brandscape for the Nike Tatum 1 debut, creating an immersive pop-up shop that generated a global buzz.

Our collaboration with Jordan Brand turned the iconic retail space into an interactive environment where sneaker fans could get under the skin of the new Tatum 1. SNKRS aficionados listened to captivating conversations from the Jordan Brand family, tried the latest gear, and experimented with a dynamic photo booth. Armed with iPads and Apple Pencils, they created their own versions of the Tatum 1 shoe using the brand’s original designs. And, of course, they got the opportunity to scoop up the signature Nike Tatum 1 sneaker in advance of its worldwide release.
3D display of basketball player with Nike associations
Basketball player printed onto side of staircase of Nike brand experience
person interacting with vintage newspaper dispenser fitted with screen displaying Nike brand products
people gathered in green lit brand experience looking at merchandise in industrial setting
people stood at counter paying for Nike merchandise
Children interacting with screen wearing red hoodies at Nike brand experience
People interacting with Nike brand experience with mirror walls merchandise and soft lighting
This sensational space was a perfect playground for Jayson Tatum and his son Deuce, who inspired the animal-patterned Zoo colorway. A few lucky guests even got to play against the NBA All-Star, testing their skills in a premiere basketball video game.

The event was a slam-dunk, generating a huge digital buzz. TNT was on hand to capture the entire experience, producing a commercial that aired twice during the Celtics x 76ers game. So, it was no surprise when Jayson Tatum asked to take home some of the scenic and props to remind him of this career milestone.

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