Air Jordan XX8 / 2013

XX8 Days of Flight

One day dedicated to each Air Jordan. The ultimate celebration of the Jumpman legacy and the countdown to the release of the Air Jordan XX8.
In a nutshell, we drummed up excitement for the AJXX8 release by getting sneakerheads, basketball players, rappers, DJs and artists to come together in a big way and express their love for Air Jordans, MJ and his legacy. Each track was released on the XX8 Days of Flight Soundcloud page along with an instrumental version. This gave fans the opportunity to record a song by dropping their own Jordan rhyme over one of our hip-hop stars' beats.
The best user-submitted verses would be featured alongside our stars in the “The Official XX8 Days of Flight Mixtape.”

Role: Online and mobile Experience, Senior Art Director

Team: Jeremy Wirth / Louis-Philippe Riel / Tom Zukoski
Creative Director: Neil Robinson, AKQA

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Every day on Instagram, we asked fans to join the celebration by sharing photos of their Jordans.
As of 2/17/13, over 26,000 fan photographs have been uploaded with the hashtag #XX8DaysofFlight.
Resulting in approximately 1MM likes and comments combined.

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