Michele Sabty.

Work

About

Contact

Michele Sabty.

Michele Sabty.

The Air Jordan In-Flight Store

The Air Jordan
In-Flight Store

The Air Jordan In-Flight Store

The Air Jordan In-Flight Store

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.

Type of Project
Type of Project
Type of Project

App Experience within SNKRS app

Duration
Duration
Duration

November 2022 (two weeks)

Team
Team

Experience Designer + Senior Experience Designer, alongside a broader team responsible for the rest of the campaign (AKQA Milan).

Tools
Tools

Figma

Team

Experience Designer + Senior Experience Designer, alongside a broader team responsible for the rest of the campaign (AKQA Milan).

Tools

Figma

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.

We conducted desk research to support the development of the idea, and these were our key findings.

The new consumer behavior is marked by a more experiential consumer who wants to have a unique and unrepeatable experience during the consumer journey.

  • 73% of consumers say that customer experience has a major impact on their purchasing decisions.

  • 65% find a positive experience with a brand to be more influential than great advertising (Source: PWC)


Using these insights, we developed an experience framework and a set of principles that guided the entire campaign, extending well beyond this single idea.

We conducted desk research to support the development of the idea, and these were our key findings.

The new consumer behavior is marked by a more experiential consumer who wants to have a unique and unrepeatable experience during the consumer journey.

  • 73% of consumers say that customer experience has a major impact on their purchasing decisions.

  • 65% find a positive experience with a brand to be more influential than great advertising (Source: PWC)


Using these insights, we developed an experience framework and a set of principles that guided the entire campaign, extending well beyond this single idea.

We conducted desk research to support the development of the idea, and these were our key findings.

The new consumer behavior is marked by a more experiential consumer who wants to have a unique and unrepeatable experience during the consumer journey.

  • 73% of consumers say that customer experience has a major impact on their purchasing decisions.

  • 65% find a positive experience with a brand to be more influential than great advertising (Source: PWC)


Using these insights, we developed an experience framework and a set of principles that guided the entire campaign, extending well beyond this single idea.

Experience Framework


Meeting expectations through Foundational Excellence. Exceeding expectations through Signature Experiences.

Experience Principles

  • More Connected: A consumer experience that is authentic and contextual, digitally led, and member centric.

  • More Adaptable: Reflecting the pace of change for our fearless consumers and our constantly evolving marketplace.

  • More Engaging: Moving beyond static, transactional stores, to spaces that welcome, inspire, serve, and engage the local Jordan community.


By putting together product, content, and experience, we created a valuable shopping moment that brings to life the “World of Flight” concept.

Experience Framework


Meeting expectations through Foundational Excellence. Exceeding expectations through Signature Experiences.

Experience Principles

  • More Connected: A consumer experience that is authentic and contextual, digitally led, and member centric.

  • More Adaptable: Reflecting the pace of change for our fearless consumers and our constantly evolving marketplace.

  • More Engaging: Moving beyond static, transactional stores, to spaces that welcome, inspire, serve, and engage the local Jordan community.


By putting together product, content, and experience, we created a valuable shopping moment that brings to life the “World of Flight” concept.

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.

Next Project

Next Project

Next Project

Let's talk about…?

If you want to chat about design, sports, philosophy, psychology, job opportunities, pop culture or even something totally random, I'm all ears! Message me on LinkedIn or send me an email.

Send an email

Send a message

Let's talk about…?

If you want to chat about design, sports, philosophy, psychology, job opportunities, pop culture or even something totally random, I'm all ears! Message me on LinkedIn or send me an email.

Send an email

Send a message

Let's talk about…?

If you want to chat about design, sports, philosophy, psychology, job opportunities, pop culture or even something totally random, I'm all ears! Message me on LinkedIn or send me an email.

Send an email

Send a message

Let's talk about…?

If you want to chat about design, sports, philosophy, psychology, job opportunities, pop culture or even something totally random, I'm all ears! Message me on LinkedIn or send me an email.

Send an email

Send a message

© 2025 Michele Sabty. All Right Reserved.

Created with blood, sweat, love and tears.