Jordan Brand brings the franchise’s 30th Anniversary celebrations to Europe
May 29, 2015
This June, Jordan Brand celebrates 30 years of unparalleled innovation and athletic excellence by creating an array of memorable activations to Paris. After the anniversary festivities at the All-Star brand space in New York earlier this year, the celebratory storytelling continues in Paris by honoring the greatest moments and shoes of the Air Jordan franchise’s past three decades. Each experience provides an in-depth look at the spirit of the brand, the man behind it and the sport of basketball.
From June 12-14, the Palais de Tokyo will host a consumer experience showcasing the Jordan family of athletes as well as commemorating the history, development and greatest moments that have fueled the Air Jordan.
The Palais 23 experience begins with a celebration of Jordan Brand’s elite athletes. In Jordan’s absence from the court, this legendary roster has made history in basketball, baseball, football, running, and much more. This introduction is all about looking to the future and anticipating the next chapters of the Jordan Brand story.
From moments immortalized as images to a curated showcase of the masterpieces and rarities from the Jordan Brand archives, the artifacts that make up Hallway of Greatness form a unique journey through Jordan’s career.
Michael Jordan’s most important moments, from the soaring spectacle to classic clutch play, were best captured by photographer Walter Iooss. Those inspiring and influential pictures will be on display, with the opportunity for visitors to become part of the story with their own customized image.
Play and participation is integral to Palais 23. By wear-testing the latest Jordan Brand signature shoes, visitors can find out how they match up against Chris Paul, Carmelo Anthony, Blake Griffin and Russell Westbrook when it comes to speed, agility, force and flight.
From the start of Jordan’s career to the final championship win, generations of fans have paid tribute to the final-second jumpers that defined his career. At Palais 23, consumers will get the chance to recreate those moments with an innovative digital ‘Last Shot’ experience that includes memorable moments, such as his March 1982 college tournament winner or the June 1998 shot that cemented a legacy.
JORDAN @ NIKE LAB P75
Throughout the the week, visitors to the NIKELAB P75 space will witness a full Jordan Brand takeover where performance and off-court exclusive products will debut throughout the weekend. Jordan.com/paris will share updated information on the upcoming European releases.
JORDAN LEGACY COURT
Basketball is about community. As part of this three-day celebration, a community court in the city will be transformed into a Jordan Legacy Court — a permanent upgrade that serves Paris’ legions of players, both young and old.
QUAI 54 WORLD STREETBALL CHAMPIONSHIP JUNE 13-14
The festivities throughout the week culminate with the 2015 Quai 54 World Streetball Championship. Hosted by Jordan Brand and Nike Basketball, this annual event is one of the world’s largest streetball competitions.
This year’s Quai 54 is gearing up to be one of the most exciting tournaments since its inception in 2003. Staged in the iconic Place de la Concorde public square, 16 teams from over ten countries will be vying to take the coveted World Streetball Championship, with veterans and newcomers from the USA, UK, Guinea, Spain, Latvia, Croatia, Netherlands, Belgium, China and France in attendance and ready to conquer. The ‘Chi-League All-Stars’ will represent the USA team from Chicago, Illinois, in addition to winner of numerous summer basketball tournaments in the U.S., including Nike’s famed “Tournament of Champions”.
CELEBRATORY PRODUCT DROPS
In addition to showcasing the best in street basketball around the world, Quai 54 has a storied history for its own series of sought-after Air Jordan colorways. Throughout the weekend, consumers can purchase exclusive Quai 54 products from Nike Basketball and Jordan Brand, including the Air Jordan XX9, the Air Jordan XIII Low and the Nike LEBRON Soldier 9.
This exclusive Air Jordan XX9 features a classic fragmented elephant print on the upper paired with an iconic gum outsole. The Quai 54 logo adorns the shoe’s tongue, while a bold Jumpman adds energy to the silhouette.
This classic Air Jordan XIII silhouette features a premium mesh upper and black tumbled leather, while the midsole pattern closely resembles blueprints of the Eiffel Tower and pays homage to the tournament’s backdrop.
The LEBRON Soldier 9 receives a bold makeover with multiple Quai 54 logos on show across the shoe’s innovative ankle and mid-foot strap system. Added details include a distinctive black and white geometric patterned lining and Quai 54 logo on the heel tab.
All Quai 54 shoes will be sold exclusively in Europe, starting on May 30 for the Air Jordan XX9 and Nike LEBRON Soldier 9, and starting on June 13 for the Air Jordan XIII Low.
Jordan Brand is celebrating 30 years of the Air Jordan franchise by sharing Jordan heads’ stories around their most cherished Js. Simply post a selfie on social media featuring your favorite pair of Jordans, tell us why the shoes are so special to you and tag it @jumpman23 using the hashtag #wearejordan.