Tatum 1 Launch- Designed to Keep You Rising
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Jordan Brand was looking for an innovative way to launch NBA superstar Jayson Tatum’s first-ever signature shoe, the Tatum 1. They were eager to create global headlines and generate buzz with an immersive retail pop-up shop that was sure to excite basketball fans.
We partnered up to transform the Concepts Store on Newbury Street into an interactive brandscape that allowed guests to get hands-on through design workshops where they customized the latest Jordan Brand athlete shoe. SNKRS aficionados listened to captivating conversations from the Jordan Brand family, trialed the latest gear, and scooped up the signature Tatum 1 in advance of its worldwide release. This sensational space was a perfect playground for Jayson and his son Deuce, the inspiration for the Zoo colorway, as they connected with fans. Guests got their game on, and a few lucky individuals got to play against the NBA All-Star, testing their skill through a premiere basketball video game.
Attendees were even able to step into the spotlight and make their own headlines in a dynamic photo booth or score the latest Jordan activewear while sipping on Tatum’s favorite beverage–lemonade. Camped between oversized magazines, stacks of video screens, and newspaper stands featuring the NBA giant, young Bostonians took a shot at becoming Jordan designers in training. Armed with iPads and Apple pencils, they created their own version of the Tatum 1 shoe using the brand’s original designs. These daring designers also tried their hands at creating the ultimate b-ball design.
This was an event so special Jayson Tatum even took home some of the scenic and props to remind him of this milestone in his career. Together we helped set the stage for TNT to capture the experience, producing a commercial that was broadcast twice during the Celtics x 76ers game.
It was a slam dunk for Jordan. They were able to generate significant hype ahead of the launch. This event gave sneakerheads and basketball fans of all ages the opportunity to meet their hero and take home a trophy-the Tatum 1.