AV Concepts, a holographic and immersive technology provider, partnered with Jordan Brand, a division of NIKE, Inc. to power the launch of the Jordan Super.Fly 2 sneakers at the Santa Monica Place Central Courtyard on Aug. 3.
The shoe was unveiled to thousands of fans as an 8-by-12-foot holographic illusion while spokesperson and professional basketball player Blake Griffin discussed the footwear’s design, inspired by his high-flying style.
“Our goal was to amplify the product’s value and message with technology while engaging a young, millennial audience in a way that’s never been done before,” said Nick Smith, president, AV Concepts. “The holographic illusions accomplished that well and allowed the brand to take disruptive marketing to the next level.”
As the first use of this technology in the footwear industry, the enlarged holographic shoe allowed the brand to display and deconstruct its Flight Plate technology to fans. The Flight Plate sits between the footwear’s signature Zoom Air cushioning units, giving athletes an advanced level of responsiveness and cushioning not visible to the consumer in a traditional retail setting.
“Beyond innovating on our products, we strive to constantly innovate how we engage with our fans. We’re so pleased at how these visual effects helped relay what’s new and unique about the product in such a powerful way,” said Jeron Smith, marketing manager, Jordan Brand West. “It was incredible; the moment the holographic shoe exploded onto the stage, nearly everyone in the audience pulled out their camera phones.”
AV Concepts also developed an original holographically enhanced highlight reel for the event, which featured classic and modern footage of Jordan brand athletes, such as Michael Jordan and Blake Griffin, appearing to the audience three dimensionally. A glow-in-the-dark slam dunk contest featuring Blake Griffin concluded the event, where AV Concepts lit up the court with an array of Wildfire ultraviolet lights.