Jordan Brand recently asked us to leverage their footprint in the newly renovated Nike Chicago to help communicate marketing around the AJ IX which was re-releasing. The AJ IX was synonymous during Michael Jordan’s retirement and was made famous during the Johnny Kilroy commercials where Steve Martin served as a private investigator, revealing that Michael Jordan didn’t actually retire and was working his way back into the NBA through disguising himself as six different characters. Steve Martin’s discovery of the ‘popcorn tape’ helped reveal what he had always suspected.
Our team brought this story to life by showcasing each of the six AJ IX’s that represented each of his six alto egos. Curating each of the players specific team colors, logos and surrounding them with key identifying props helped sneaker fans of all levels easily recognize this iconic moment in MJ’s career.