Jordan Parlor23

Jordan set out to create a multi-sensory brand experience where basketball’s past and future would converge in epic All-Star fashion. Step inside Parlor23, a holistic brandscape where immersive storytelling unfolded, unlocking Jordan athletes for Gen Z and Gen Alpha, and unleashing the best of basketball culture.

This highly immersive experience took consumers on a powerful journey of self-belief. Inside, guests explored the Future of Flight, where colorful, curated galleries shared stories of self-determination by Jordan athletes Zion Williamson, Luka Doncic, Paolo Banchero, and Jayson Tatum – lifting spirits. In each zone, fans were enveloped in soulful audio and video soundscapes of dreams and drive. Attendees took a quiz which perfectly paired them to one of the 4 players, allowing them to step in the shoes of their hero, and into a video game. The air was electric as youth from community organizations joined the interactive Future of Flight challenge, where they mastered drills and played against these NBA stars.

Hungry fans made their way into the retail pop-up shop which served up a slice of the past with walls decked out in classic Jordan Family memorabilia and shoppable product. A SNEAKEASY, that paid tribute to Michael Jordan’s legendary game where he overcame adversity to score an astonishing 38 points in the NBA Finals. Consumers ordered up customizable limited-edition apparel, high-heat drops, and wood-fired pizza, baked onsite. This All-Star activation helped Jordan inspire the next generation to take flight and they made some dough selling out shoes in record time.