For the launch of the Air Jordan 1 High OG 'Heirloom', Jordan Brand entrusted atmos with the exclusive privilege to activate and launch the product in the Philadelphia area. Our team was tasked with developing a launch strategy that reflected the sneaker's theme of quality pieces that get better with time and are passed down from generation to generation.

To bring this concept to life, we partnered with Down North Pizza, a black-owned pizzeria with a mission to provide culinary career opportunities to formerly incarcerated individuals at a fair wage. The parallels between the 'Heirloom' sneaker and Down North's mission were striking, as both referenced betterment from a generational standpoint. Our activation plan included a retail display at our store location, where customers could learn more about the sneaker and Down North's mission. We also gifted customers with co-branded tee shirts that came in a pizza box, adding an element of surprise to the purchase experience.

To amplify the launch, we hosted an in-store #atmosCollectorsClub meet up, where guests came decked out in their oldest Air Jordan sneakers to coincide with the theme of the event. We also enlisted the help of Common Ground PHL to showcase a vintage collection of over 50 Air Jordan sneakers, further emphasizing the idea of quality pieces passed down through the generations. Down North Pizza set up shop at the event and served pizza all throughout the evening, creating a fun and engaging atmosphere.

As the lead strategist for this launch, I was responsible for developing a comprehensive content and social media strategy, coordinating with our partners, planning the event, and creating a compelling storytelling approach. The success of this launch is a testament to our ability to execute innovative and impactful activations that resonate with consumers and drive engagement.