Case Study

Jordan All Star Weekend 2024

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Jordan Brand set out to elevate the game of fan engagement at the NBA All-Star Weekend Crossover Space, aiming to deliver a next-level experience that would redefine how members interact with the brand. Teaming up with productionglue, Jordan blended its legacy with cutting-edge digital innovation, creating a dynamic arena where fans could showcase their finest moments. The playbook called for a strategy that merged Jordan’s ethos with the latest in technology, encouraging the community to engage in a way that felt both revolutionary and deeply connected to the spirit of basketball’s biggest celebration.

Center court at the All-Star Weekend was the Jordan Flight Suite 23 in Indianapolis, a showcase of digital prowess and sporting passion. Fans stepped into the game, surrounded by the electric atmosphere of the Indiana Convention Center. Flight Suite 23 transformed into a command center for fan engagement, where live athlete showcases and the buzz of the game on a massive jumbotron made everyone feel they had front-row seats to the action. Fans got to take their shot, stepping into a simulated game-time experience that captured their moves in real time, leaving them with a highlight reel of their own making—a slam dunk in personal achievement.

Adjacent to the court action, a special retail space was set up, providing fans with the opportunity to customize their gear. Here, guests could enhance their apparel with exclusive patches and designs, making each item as standout as a game-winning shot. This customization zone transformed fan gear into unique mementos of the All-Star Weekend, allowing attendees to carry a piece of the excitement home. It was an opportunity to score a personal touch to their basketball collection, blending the spirit of the game with individual style.

Flight Suite 23 executed a full-court press on fan engagement and digital innovation during the All-Star Weekend. This immersive experience put fans in the heart of the action. Through interactive sessions, participants not only showcased their skills but also immortalized these moments in personalized highlight reels. This blend of individuality and the communal spirit of the game made every guest feel like an All-Star MVP.

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