ALL-STAR WEEKEND 2025 |
SAN FRANCISCO
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To celebrate an iconic All-Star Weekend with Jordan Brand and Shoe Palace, the week kicked off with a bold stunt to pre-heat the HI85 release—a head-turning Corvette brigade that hit three locations across the city. Momentum carried through with a Community Day in partnership with the Jordan Wings program, leading into the official HI85 launch and Always-On in-store programming. The week wrapped with an exclusive Industry Night, giving event staff and partners a well-earned moment to shop, connect, and celebrate the energy of All-Star Weekend.
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MURAL WALLS
Our team led the creation of two stunning mural walls outside Shoe Palace Telegraph, collaborating with Bay Area Mural Project (BAMP)—a collective that unites top local artists and youth to bring murals to life. Drawing inspiration from UNBANNABLE and the iconic leaping image of MJ draped in chains, we worked closely with Jordan Brand Creative to design murals that would leave a lasting legacy on the building’s exterior.
To make the experience even more meaningful, BAMP youth artists joined us for a special seeding moment, adding the final touches to the murals. This collaboration not only celebrated art, culture, and basketball but also created a space where the next generation of artists could contribute to something truly iconic.
HI85 PRE-HEAT
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To build hype for the HI85 Banned 1’s release at Shoe Palace—one of just 23 stores in the U.S. to carry them—we partnered with Shoe Palace’s social team for a strategic surprise drop.
At 12:23 PM on 2/8, three mystery Instagram posts went live, each featuring a receipt with details for three different Shoe Palace locations and a 1:23 PM timestamp. Fans immediately caught on, and lines began forming outside each store.
At 1:23 PM, we arrived at each location in a Corvette—MJ’s favorite car—as a brand ambassador stepped out with a silver suitcase. Inside were exclusive letters from the brand, handed to the first 123 people in line, granting them access to purchase their pair the following Wednesday at Shoe Palace Telegraph.
The activation sparked excitement, urgency, and exclusivity, making the HI85 Banned 1’s drop unforgettable.
HI85 LAUNCH
​To keep the energy going, the 369 consumers who received letters returned Wednesday during designated time slots to claim their Banned 1’s. Their letters were authenticated with a blacklight stamp, but they didn’t expect a white-glove experience awaiting them.
They were treated to shoe cleaning, a photo moment, an Air Jordan tunnel and museum, and exclusive giveaways.
Adding to the exclusivity, 80 select consumers who found a blacklight BANNED bar on their letter received a limited-edition UNBANNABLE pelican case with their sneakers.
This unexpected VIP treatment turned the pickup into a true brand moment, blending storytelling, culture, and sneaker heritage into an unforgettable experience.
JORDAN WINGS COMMUNITY DAY
​Before the All-Star Week frenzy began, we partnered with the Jordan Wings program to host community groups, ensuring they were geared up for the week ahead. Each group was bussed in for an exclusive experience, where they received premium Jordan apparel and footwear, engaged with Shoe Palace staff, and enjoyed our white-glove service and activations. This unforgettable kickoff set the tone for an inspiring and action-packed All-Star Week.
JORDAN INDUSTRY NIGHT
To close out All-Star Weekend, we hosted an exclusive invite-only event for those who worked tirelessly throughout the week and may have missed out on key drops. Featuring light bites, DJ entertainment, and a relaxed shopping environment, it was the perfect way to unwind, celebrate, and show appreciation for the team and partners who helped bring the weekend to life. A meaningful end to a high-energy, unforgettable series of events.
