We set out to bridge the gap between OGs and Gen Z sneaker rookies using a tried and true: the culture of the game.
We tapped into two insights. First, that there is never just one story of any given sneaker and, second, that generational bias pours rocket fuel into the gas tank of debate. We took advantage of the opportunity by stirring up a stew of provocation across both demographics which allowed the audience to ultimately decide their own truth.
We landed on an episodic storytelling platform for never-before-told stories, “I heard” experiences, exaggerated truths, towering mythologies and good old playfulness. The stories in and around the shoe had the chance to be amplified through the lens of both the OGs and the Gen Z sneaker rookies.
With Nike eager to kick its SNKRS app engagement up to the stratosphere, Jordan brand saw an opportunity to create an inspiring franchise content series to prime the pump on upcoming retro releases.
They recognized the retro sneaker game was changing—as Gen Z rookies were pouring into the scene with fresh new perspectives, far from those held by the OGs who pioneered the culture.
Our challenge was to figure out how can we lean into this tension while elevating the storytelling of the upcoming retro products.
We firmly planted our franchise branding approach in the Jordan brand DNA, inspired by Mars Blackmon’s iconic question in the Mike & Spike commercials: DO YOU KNOW?! This timeless question is distinct to the brand, iconic, playful and irreverent.
We brought to life three stories through films that fueled this cross-generation debate:
1. AJ V Toro Bravo
2. AJ V Moonlight
3. AJ IV Tour Yellow
In each story, we put the sneaker at the center, elevating the mythology while amplifying the different perspectives based on each demographic’s bias. Hello, nostalgia vs. reinterpretation.
We brought to life the generational debate through the perfect pairing of different OGs and Gen Z Rookies in opposition to each other. Punch it up with an energized VO, product superiority capture and original motion graphics and you get something entirely new and freshly engaging for the SNKRS app.