Culture of Hoops

BMF Hoops: Air Jordan XX9 Weekend Launch

Courtesy of Nike

Following a full summer championing performance basketball across North America and around the world, the brand hosted a celebration of flight in New York and Los Angeles as consumers lined up for their first chance to take home the game shoe.

Over the past few months, Jordan Brand brought its one-of-a-kind combination of style and performance to some of basketball’s biggest moments. During summer tournaments in Las Vegas, the brand built a full basketball court inside the Cosmopolitan Hotel’s Chelsea Theater, hosting a slam dunk contest on ESPN’s SportsCenter Top 10 Plays segment.

In Chicago, the Jordan team built a basketball court in all white to host the Chi League Finals, tipping off an epic celebration of the heritage and culture of basketball. The Windy City festivities continued when Jordan Brand custom built an indoor AJ XX9 trialing space in Jackson Park.

In China, Jordan Brand opened Nike Lab X158 SHA showcasing the technology and design of the Air Jordan XX9 and the history of the brand with an acousto-optic effect. The brand also took over the street in front of the Jordan Brand store in Hsimenting, Taipei and named it after the iconic athlete’s number 23.

The brand continued the anticipation when it brought the Air Jordan XX9 story to Barcelona, Spain- the next stop for the WBF. In addition to media trials, an Innovation Summit featured one of the shoe designers, Rob Bruce, speaking about the groundbreaking technologies featured in the Air Jordan XX9.

To celebrate launch weekend, the brand hosted events on both coasts. In New York, it took over the Footaction store adjacent to Flight 23 at Footaction so consumers could try the AJ XX9 before buying it. In Los Angeles Jordan Brand’s Russell Westbrook hosted a takeover of the Center Plaza at Santa Monica Place. Serving as a platform for attendees to take flight, consumers took home a digital gif of themselves dunking in the Air Jordan XX9.


The journey for the Air Jordan XX9, has only just begun. Over the weekend released its first innovation page that allows consumers to dive deeper into the technology behind its latest game shoe. The page gives a breakdown of FlightPlate illustrating how these elements combine to give athletes first-step supremacy, second-jump dominance and jump-shot boost.

Jordan Brand also released the “Get Up” commercial. ” The video invites the world to grab a pair of Air Jordan XX9s and #TakeFlight, fulfilling a desire we’ve all had since birth. “Get Up” will be featured on the brand’s Facebook, Twitter and YouTube channels.

WBF_Barcelona_33046 WBF_Barcelona_Space_33047 WBF_Chi_33029 WBF_Chi_XX9_Activation_33025 WBF_Chi_XX9_Consumer_33026 WBF_Chi_XX9_Consumer_Wall_33028 XX9_Launch_Retail_33027 XX9_NYC_Launch_innovation_33033 XX9_NYC_Launch_instore_33030 XX9_Trialing_T23_33034 AJXX9 Runs on September 5, 2014. AJ_XX9_WBF_33049 Chi_Jumpman_33003 Jordan_AJ_XX9_Vegas_Activation_33010 Jordan_Vegas_Activation_33005 LA_AJXX9_Activation_dunk_33015 LA_AJXX9_Consumer_33023 LA_AJXX9_Russell_33022 AJXX9 Shoe Trials on September 7, 2014. RW_LA_XX9_Event_33036 RW_QA_LA_33032 AJXX9 Runs on September 5, 2014. Terminal_23_mural_33016 AJXX9 Runs on September 5, 2014. Terminal_23_XX9_Trial_33021


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