Ask
Develop a strategic approach for Jordan Brand’s retail space in Salt Lake City for NBA All-Star Weekend 2023 that pays homage to MJ and inspires the ‘Next Up’, while integrating immersive consumer experiences, inspiring athlete experiences, and product preview moments.

Approach
The focal point of Jordan Brand’s retail was PARLOR23, A pizza pop-up shop paying tribute to Michael Jordan’s legendary “Flu Game”.
Parlor23’s old-school motif featured classic Jordan memorabilia, a curated exhibit that melded fashion, photography, and rare artifacts. Guests to the space could order custom gear while waiting for a slice of warm pizza. The activation also included a SNKRS Pass integration, offering an opportunity for local Jordan Family Members and sneakerheads to cop exclusive high-heat product.

Awards
Muse Creative Awards: B2C Event - Platinum
Muse Creative Awards: Brand Engagement Event - Gold
Muse Creative Awards: Experiential & Immersive Retail - Gold

Role: Strategy Lead (Limitless)
Client: Jordan Brand
Agency: Limitless Creative (in collaboration with ProductionGlue)