AIR JORDAN 25 LAUNCH

To commemorate the 25th shoe in the Air Jordan line, we created a multi-faceted global campaign for the 2010 All-Star Weekend launch. With Dwayne Wade as the face of the game shoe, he became the center of the photoshoot and campaign. The visual language was pulled directly from the circular transparent perforated window on the side. The transparency came straight from an MJ insight about being able to see in to his opponents minds during the game.

Art Direction + Design: Sean Butterly

Design: Timi Killam

User Experience Partner: Tangram

Athlete Photography: Carlos Serrao