Jordan NFL Draft Week
Chicago was home to the 2016 NFL draft so what better way to shake things up than to put a football field in Jordan’s Station 23. Limitless put local high schools through high-energy performance combines and highlighted Jordan Brand’s latest performance shoe, the Jordan Trainer ST. We welcomed the newest members of the Jordan Family, Corey Coleman and Jalen Ramsey by creating a live press conference activation where local communities could interact with the athletes, prior to their big day.
The Chicago community is an essential part of what makes the Jordan Brand so strong. We needed to connect the brand to the community in a highly interactive way that highlighted the performance and technology in the Jordan Trainer ST. At the same time, we wanted to welcome the newest members of the Jordan Brand family to the local community.
We didn’t want to just have our communities participate in drills and workout sessions though. We wanted to simulate high performance activities and combine modules which ensure impactful development and growth.
Creating a press conference atmosphere, where consumers could ask Corey Coleman and Jalen Ramsey questions about their lives, work ethic and anticipation towards draft day, was essential to connect our target demographic to the brand and highlight the newest members of the Jordan Family.
Lastly, we needed a celebration for the opening night of the NFL Draft that included some of Chicago’s most key influencers. Our team created a VIP viewing experience for the entire first round where guests could experience the eclectic vibes of the city right here in our own venue. The night was full of entertainment and embodied the Jordan Brand as a whole for all of Chicago to see and experience.
The Station 23 brand space connected the First Class Flyer (athletes ages 12-18), to a branded experience that they had never seen before. We generated lasting impressions with the local high schools and consumers of the Chicago Metro area which will lead to more opportunities for Station 23 to be Chicago’s hub for all things performance and retail.