AKQA Celebrates 30 Years of Jordan Brand

To celebrate 30 years of Micheal Jordan's Jumpman brand, innovation agency AKQA has given fans a unique opportunity to learn more about their idol and experience some of his most memorable sporting moments with a unique installation.

Over the weekend (12-15 February) The Pearl Pavillion at Penn Plaza in New York gave basketball fans the chance to read up on all the history surrounding the ex-Chicago Bulls star as part of a unique experience that culminated with The Last Shot, a chance to act out a famous play.

Upon entering the experience, guests were given RFID wristbands (below) providing them access to all of the content created throughout their journey, including digital images and HD video, optimised for social sharing.

Once inside the 1,200 square foot space, fans could recreate Michael Jordan’s game-winning shot at the 1982 NCAA Chionship, his last shot as a Chicago Bull at the 1998 NBA Finals or freestyle by creating their own signature shot.

Surrounded by highly detailed visual and audio replicas of exact moments that made MJ history, the installation features an LED floor guiding users step-by-step through the play they selected to ensure accuracy, as a live announcer provides a play-by-play account of the action.

Sneaker squeaks, crowd noises, referee whistles, arena music (custom tracks for era) and player yells all combine to add to the environment.

The LED crowd is made up of 18,000 real fans, and crowd reaction changes based on a player’s performance as part of the experience. Fans were styled with attention to detail, reflecting the three eras that Jordan fans are stepping into: 1982, 1998 and present day.

Leveraging CGI technology, AKQA and production company Stardust shot 250 extras at the Honda Centre in Anaheim, California. Each ‘fan’ was custom-fit in wardrobe and given a specific role to re-enact for authenticity.

Over the weekend, each participant came away with a 10-second bullet time video captured from a 180-degree aerial view by 32 DSLR cameras atop a lowered basketball hoop. The final product is then rendered into a video and visitors can access content at Jordan.com/aswnyc and share across their social networks.

The invitation-only experience also included photo booths where fans could have their picture taken with the overlay, “I’m not Michael, I am Jordan” to tie in with the anniversary and build brand awareness.