In DJ Khaled's first retail launch with Jordan Brand, it was paramount that we bring Khaled's infectious energy, authenticity, passion and love to the world through creative and a beautiful product offering. With a full family offering of Air Jordan 5s and an apparel collection to match, a long awaited release was set to launch globally.
Khaled, the ultimate motivator, wanted to deliver a message to the youth worldwide- KEEP GOING. This message which is included on both the footwear and apparel, is a message consistent with Khaled's ethos- always push for more. Whether you're pushing to breakthorugh or have achieved a number of accomplishments, never become complacent and Keep Going. This too is the mindset of Michael Jordan and emobdied by the members of the Jordan Brand family.
Just as Khaled does in the space of Hip Hop, this launch was a full family affair. With youth to adult size footwear, we set out to reach a wide ranging audience of all ages. With both launch creative, organic support and extended launch journey, we knew this would be one of the top sneaker releases of the year.
Through multiple mediums of content and consumer touch points, a layered rollout reached a wide range of consumers in the launch journey. After many months of teasing the upcoming collection, Khaled kicked off the journey unveiling the Air Jordan 5 footwear at his Hollywood Walk of Fame Star ceremony in unison with an Instagram video giving a detailed view of the full collection.
SEEDING
Just after the unveil, Lil Baby performed in the Air Jordan 5 as a headliner at Coachella. Amplified seeding with special packaging was gifted to the likes of Burna Boy, Rick Ross, Fat Joe, Drake, Alicia Keys, Mark Wahlberg, UNC basketball teams and many more. The strength of Khaled's larger Jordan Brand family participated in supporting Khaled including Zion Williamson, Luka Doncic, Jayson Tatum, Manny Machado wearing the collection in "tunnel walks" to their respective games.
CREATIVE CONTENT
In a message of Keep Going to the youth of the world, we took the direction of Coach Khaled bringing in aspiring youth All Stars at Camp Khaled for the official launch creative achieving both a motivational and humorous tone. Through an array of imagery and a series of "Camp Khaled" videos this was one of the largest creative content collections for a Jordan Brand collaboration. Amplifying reach, DJ Khaled posted the video series in collaboration with Nice Kicks on Instagram- the first time this method has been executed in with a Jordan Brand collaboration launch. Imagery and video content lived on Jordan Brand Instagram and the SNKRS app as well, including "Behind the Design" content with Coach Khaled exploring the design details of the Air Jordan 5 collaboration. Imagery was also used in the medium of OOH with digital boards in New York (W 34th) and Los Angeles (Circa). Khaled also directed freestyle tracks and music videos to accompany with Jadakiss and Lil Durk individually. These videos highlighted the collection with freestyles speaking to the design details.
FAMILY
Being the proud family member he is, Khaled's wife and two sons were featured in campagin messaging through social (#InMyJs franchcise on @Jumpman23 Instagram), showcasing the full size offering of the footwear at retail.
PARTNERSHIPS
Amplifying the message beyond the platforms of Jordan Brand and DJ Khaled, we executed partnerships with GQ "My Life in Sneakers" series, a Sneaker News digital cover and Air BnB Khaled Sneaker Closet campaign.
IN-PERSON TOUCHPOINTS
Khaled "Fan Luv" has been a long time staple of Khaled's to interact with his fans, promoting a time and place to meet him. We utlized the SNKRS pass, providing SNKRS members in the Miami area the chance to purchase footwear paris early. By picking up at Nike Miami, fans were able to do a meet and greet with Khaled, receiving an autographed poster and a photo opp with Khaled. The same evening Khaled sat courtside at the Miami Heat basketball game, propping the footwear on a We The Best Jordan Brand pillow with an incredible amount or organic pick-up.
The launch jounrey culminated in a global release on "Cyber Monday" November 28th. The launch was a resounding success and celebration. This marketing journey was a first in many ways for a Jordan Brand collaboration and will be used moving forward as a "best in class" from the level of content, social amplification, external partnerships and collaborator participation.
