Jordan Flu Game
June 11, 1997. At first thought, this date might not mean much. Just a regular summer date. However, it’s importance and lore to the history of the NBA is key. The Chicago Bulls faced the Utah Jazz in Game 5 of the ’97 NBA Finals. With the series tied 2-2, Michael Jordan (the face of the Bulls and renowned greatest player of all time) is sick with flu-like symptoms. Despite this, Jordan erupts for 38 points leading the Bulls to victory. On the 19th anniversary of this historic and courageous performance, Limitless was asked to recreate and reimagine this incredible date in Chicago.
Greatness Overcomes. Always. The heart and mind always can out-will the body. That’s exactly what happened on June 11, 1997. Limitless was asked to bring back that same essence to Sta-tion 23 in the heart of Chicago. By offering different icons and images inspired by Game 5 to place on t-shirts and iconic journey through a historical tunnel, consumers left the store with a piece of history; a closeness to the game and performance.
Simultaneously executing activations in Salt Lake City and Chicago, Limitless aimed to bring back the nostalgia of one of the all time great performances in NBA history while also introducing new and exciting elements of design to these locations. During the anticipated shoe launch, we held a story telling tunnel of the monumental game in addition to offering exclusive customization options to apparel. Keeping things unique is our business and allowing consumers to be educated about the game, offering a viewing party aimed to the re-broadcasting of the game, and person-alization of products, allowed them to leave with the sense of emotional attachment to the brand.
With the pop up store, we did something Salt Lake City typically doesn’t gain access to: a retail experience for the City and the City alone. With the shoe launch accompanied by our story tell-ing build-out, Chicago’s shoe sell through was 100% and their consumers were impacted more than ever.