Context
The Jordan Brand's news is marked by the opening of its first store in Europe. The store created in partnership with Foot Locker focuses on a new consumer experience to put itself forward. And to promote the opening of its new store, the brand relies on the creation of exclusive content and products dedicated to the Parisian public.
Project
The agency Yard imagines Paris Hyper Local Tees, a capsule collection that shows all the consideration the Jordan Brand has for its new environment. This line, composed of a dozen models and ultra-limited draws, targets the historical fans of the brand. It initiates a strong connection between Air Jordan and its new host city.
Concept
PTo create a cohesive universe to the brand and the city, I draw on their respective stories. Speaking exclusively to the Parisian fans of the brand, I focus my research on iconography specific to Paris. The goal here is to avoid all clichéd representations in order to respect the local identity of the project.
The visual universe of the Paris metro is a unique graphic background common to all the city’s inhabitants.
1 - Line 23
This concept emerges as the first connection between the Paris metro and Jordan Brand. It represents line 23, a fictional line that traces the career of the brand's absolute icon: Michael Jordan. From the university of Chapel Hill that nurtured him, to "The Last Shot”, that marked the athlete's retirement.
2 - Metropolitair
This second artwork was inspired by the famous Val d'Osne style candelabra, characteristic of the Paris metro. It’s levitating as a metaphor of the historical Air Jordan. On one hand, a "Metropolitair" sign is paired up with the train network card. This reveals the iconic silhouette and logo of the brand. On the other hand, the famous yellow M yields to the red 23.
Crédits
Yard Agency
Creative directors: Tom Brunet / Yoan Prat
Photography
Louise Carrasco
