Jordan XX1
Overview
The launch of the Jordan XX1 website was a significant event in the history of the Jordan Brand. The marketing strategy focused on storytelling and creating a strong emotional connection with consumers, which served as the brand foundation for creating the ground-breaking interactive experience
As the digital strategist for the account, our team was tasked with creating a microsite for the launch of the Air Jordan XX1 sneaker. The goal was to create a digital experience that mirrored the shoe's luxurious design, highlighted its innovative features, and engaged users in the Jordan Brand story. This case study examines our approach to site design, execution, and the impact of our strategy.
Site
The site prioritized a rich narrative experience by ensuring that navigation was intuitive and straightforward, aligning with Nike's broader design philosophy, which emphasizes ease of use and a seamless interactive experiences.
At the time not practical, the site used videos and animation to tell the story of the brand. High-quality imagery and engaging narratives made the XX1 feel like the Bentley for shoe brands.
The Jordan XX1 microsite successfully translated the shoe's design philosophy into a digital experience that resonated with consumers. By focusing on luxury, technology, and brand heritage, we created an engaging platform that not only showcased the product but also strengthened the Jordan Brand's position in the market.
Features
The Bentley Continental GT Coupe served as inspiration for the design of the Air Jordan XX1 sneaker, which places an emphasis on luxury and a clean, straightforward aesthetic. Our design ethos focused on a clean and sophisticated layout that highlighted the shoe's luxurious materials and high-tech features.
The Air Jordan XX1 was noted for its advanced technology, including a customizable cushioning system and a carbon fiber shank plate for support. The website showcased these features prominently, using interactive elements or detailed graphics to explain the technology behind the shoe.
Brand Jordan has always emphasized storytelling and the legacy of Michael Jordan. The XX1 site website incorporated this aesthetic into the broader narrative through bold background videos and immersive interactions using a very simplistic interface.
Featuring high-quality images and 3D models of the Air Jordan XX1, it allows site visitors to explore the innovative shoe from every possible angle, getting details of its craftsmanship.
Impact
The site's performance underscores the importance of a cohesive digital strategy that aligns with product design and brand values.