The Challenge The pandemic eliminated traditional launch strategies for the Air Jordan 35. Physical events and retail activations were no longer viable, yet the moment demanded more than a simple product drop. Air Jordan needed to debut a significant new silhouette while honoring 35 years of cultural impact during a locked-down world.

The Vision We created "The 35th Dimension," a fully immersive digital platform that transformed the Air Jordan 35 launch into an interactive cultural experience. This wasn't a virtual event or livestream; it was a designed digital world where audiences could explore Jordan Brand's legacy and discover the new shoe on their own terms.

Strategic Approach Rather than viewing digital as a compromise, we saw opportunity. We developed a layered narrative structure allowing visitors to move between product discovery, brand storytelling, and interactive moments. The goal was to make the digital experience feel like a destination, not a substitute for something physical.

Creative Execution We built a multi-dimensional digital environment visitors could navigate freely. Each "dimension" revealed different aspects of the story:

• Interactive product exploration with 360° views and detailed design breakdowns

• Curated cultural storytelling showcasing Jordan Brand's impact across sports, fashion, and music

• Archival moments connecting the Air Jordan 35 to iconic silhouettes

• Experiential zones where users could unlock content and customize their journey

The visual system balanced heritage and innovation, using bold typography, dynamic motion, and a color palette referencing both classic Jordan colorways and contemporary digital culture.

Impact "The 35th Dimension" successfully launched the Air Jordan 35 to a global audience while celebrating the brand's cultural legacy. The platform proved that immersive storytelling and interactive design can create impact that rivals physical activations, setting a new standard for digital product launches during an unprecedented moment.