Jordan was looking to create the sickest event Salt Lake City has ever seen. An All-Star brand activation targeting the next generation–Gen Alpha & Gen Z boys and girls–that would leave these future sneakerheads salivating for more. A pizza pop-up shop which would pay tribute to Michael Jordan’s legendary game where he overcame sickness to score an astonishing 38 points in the NBA Finals.
Enter Parlor23 where the past and future converged in epic All-Star fashion. This highly immersive activation fired-up the crowds with a plethora of cool, curated experiences taking consumers BEYOND. It was a multi-sensory journey where powerful stories of self-belief were shared by 4 rising stars in the Jordan universe. Lifting people up and enveloping them soulful audio and video soundscapes of dreams and drive. Guests were even able to gear-up and trial Jordan’s newest footwear. The air was utterly electric as kids from local community organizations learned that they would play against these famous athletes, running drills and perfecting their game. All this activity fueled fans appetites, both for the new gear and for the fresh pizza, baked onsite.
Parlor23, a SNEAKEASY, was decked out with classic Jordan memorabilia, a curated exhibit that melded fashion and photography. As DJ Orange spun beats, guests ordered up and customized limited-edition apparel, snagged exclusive drops, and snacked on one of four delish pizza combos. This All-Star activation helped Jordan inspire the next generation to take flight and they made some dough selling out shoes in record time.