JORDAN

ASW IN THE BIG EASY!

All-Star Weekend has grown and evolved beyond the sport into a celebration of all things basketball on and off the court and this year shows how far it has come. New Orleans was packed out with basketball fans, sneakerheads, hoops stars, and celebrity guests the entire February weekend, checking out shoes and all the latest fashion releases from Jordan while enjoying performances by artists such as Lil Wayne, Rick Ross, and Kid Rock, as well as comedians D. L. Hughley and Kevin Hart.

Tangram was called to help Jordan create the Jordan Flight Lab Experience on Magazine Street and was found most willing and able. The look of the transformed store was white, clean, and sleek. The Experience began immediately upon entry into the brilliant white storefront, where guests could try on pairs of exclusive Jordan sneakers that were going to be worn by the NBA players during Sunday’s game, namely the all-new Melo M10, Jordan XX8SE, CP3.VII, and the Super Fly 2.  After literally stepping into the All-Stars’ shoes, fans continued onwards through the experience to an area where they could come face-to-face with life-sized holograms of their favorite players, including Blake Griffin, Russell Westbrook, Carmelo Anthony, and Chris Paul.

A VIP Chateau area was located next door where exclusive secret shoe designs were exhibited, along with Jordan’s new clothing lines, contrasting the front part of the Lab Experience with its dark walls and shimmering gold trim. The best was saved for last as fans were given the opportunity to design their own stylin’ sneaker, using the same technology that Jordan designers use. To top it all off, every two and a half hours, the best shoe design was chosen out of the lot and the designer got a pair of their own custom Jordans for free, with a total of 50 lucky winners seeing their designs realized by the end of the weekend. The event was a slamming success with thousands of fans taking part in the Flight Lab Experience and soaring to their basketball dreams.