PROBLEM :
Jordan designs some of the best shoes in the world but sneakerheads love to collect shoes and put them in the boxes instead of wearing it, especially in winter when there’s salt and slush on the streets.
INSIGHT :
People who really like sneakers are extra careful with them because it's really easy for the shoes to get dirty or wrinkled, that’s why we see a lot of jumps in winter, which is connections with the winter jumps and the jumpman logo.
IDEA :
By launching a new pair of Jordan shoes that can resonate with winter Toronto, we want to restate our brand value to our consumers. We would love to encourage them to take more challenges, embrace the dirts, and break the rules wearing Jordan's shoes. WIth the unique design, the more you wear it, the more the shoes design will reveal.
In Store / Outdoor Installation
Couple yellow salt bins in different styles are going to placed in store and outdoor area during our launch week.
Salt bin is an instantly recognisable object in Toronto's winter, it is where people store salt for the road. For this installation, there is going to be the new release Jordan inside.
Salt Bin Model
The Winter Salt - Shoes Design
Winter colour combo + Toronto area code
The surface of the shoes will be covered by salt. its salt cover will melt depends how many times one wears it, and finally reveal the design underneath.
With salt
With half melted salt
Without salt
The Team
Art Directors: Lina Zhu, Kailin Zhang, Casey Kwok