Nike & Jordan | React

Taking flight with Nike Basketball and Jordan.

SET-UP

Nike and Jordan were launching Nike’s newest foam technology — React. With promise to bring basketball to new heights, this foam was integrated into the Nike Hyperdunk and Jordan Superfly franchises. React had the kind of bounce that could launch you. It was a sensation unlike anything else on the market. All you had to do was lace up and take flight — but how could we show players what this new feeling was when it’s like nothing they’d experienced before?

STRATEGY

Where words, and one moment would fall short, a montage burst could would give you a glimpse into the experience. Using found footage from viral clips, flight-inducing moments, old video games, we celebrated the art of flight to simulate what playing basketball in React would feel like.

My role included concept development and sell through to client.

Agency: Conscious Minds

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