Overview
Air Jordan wanted to mark the beginning of a new chapter for the brand in EMEA, one where the brand’s iconic energy and spirit become truly tangible. The goal was bold and focused. Launch World of Flight, the Milan flagship store, in a way only Jordan can, by disrupting the local scene, inspiring a global audience, and making a lasting impact on the Jordan Family. To achieve this, the creative team developed a holistic 360° campaign rooted in the World of Flight concept, crafted to celebrate and amplify the opening of the Milan flagship store.
App Experience within SNKRS app
November 2022 (two weeks)
Role
As an Experience Designer, I developed the user flow to bring this idea to life. While the concept originated from the creative team, my manager and I were brought in to support its execution and translate it into a tangible experience.
Research
Goal
The goal was to craft an ownable and distinctive moment for the brand, something truly special for its members. All concepts were built around the central idea of “Step Into the World of Flight.”
Brand Mission
Connect & Grow the future Of Basketball Culture
Consumer Positioning
Deepen our relationships with the Fearless Ones through our most coveted products, our most empowering services, and our most inspiring experiences.
Concept & Design
THE INFLIGHT STORE - An exclusive store that can only be accessed when shifting to flight mode.
Using a QR code exclusive to members, we directed users to the Nike SNKRS App, where they could experience an in-app iframe browsing experience. Just like a regular flight, we prompted them to switch to flight mode. Only after this action did a secret page unlock, revealing limited-edition Air Jordan sneakers exclusively reserved for members.
User Flow Steps
1. The users scan the QR code.
2. The users lands on a dedicated page on SNKRS app that will invite them to switch to flight mode.
3. The users switch to flight mode.
4. The offline page appears.
5. The user can scroll to see the sneaker details.
6. At the end of the page, the users can tap on the button to receive a code to purchase the sneakers at World of Flight.
7. Only by showing the code at the store, the users will be able to purchase the sneakers.
Impact
The launch of the World of Flight flagship store in Milan marked a defining moment for Jordan Brand in EMEA, blending physical and digital touchpoints to create a seamless, exclusive experience. As an Experience Designer, I helped shape a journey that not only deepened member engagement but also introduced a unique "flight mode" interaction, enhancing the sense of discovery and creating a unique, ownable moment for the brand. While direct impact metrics weren’t available, early feedback suggested strong resonance with influencers and Air Jordan members.
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