SET created an exhibit at Palais de Tokyo to celebrate the legendary Michael Jordan for the 30th Anniversary of the Jordan brand. Within the exhibit, there were activations to re-live Jordan’s career including a customization zone, a Nike+ zone, a “Flight Zone” dunk experience and the “DNA of a Champion” artifact gallery.
SET was commissioned by Nike Western Europe and the Jordan Brand to build a strong fan base of basketball and Jordan fans in Europe where basketball has a small following. SET overtook the Palais de Tokyo to launch a new concept and brand experience that celebrated Jordan’s 30th Anniversary to coincide with Quai 54, a street basketball championship in Paris, and with the launch of the renovated House of Hoops shop at Les Halles.
There was considerable lack of interest in basketball, a lack of awareness of the Jordan brand in Europe and a lack of knowledge around Michael Jordan’s illustrious basketball career.
SET created an unforgettable brand experience that involved the entire city of Paris gathering together to rally around the Jordan Brand’s 30th Anniversary. They created brand experience installations throughout the city — from the Quai 54 street basketball tournament to the Palais de Tokyo exhibit and from the House of Hoops store renovation to the Nike customization zone.
SET created more than 20,000 unique impressions of the hashtag #WeAreJordan and generated more than 5,000 daily visitors to the exhibit in a challenging market.
SET won the DSE 2016 Silver Apex Award in the Arts, Entertainment & Recreation category.