ComplexCon 2025
At ComplexCon, we made a statement that couldn’t be ignored—ushering in three custom semi-trucks, each repping the new AJXI City Pack. These weren’t just trucks; they were culture-shifting icons that stole the show and disrupted the entire scene.
To amplify the drops for Atlanta, Las Vegas, and Houston, we co-created storytelling with key NBHD doors and tapped into local communities, ensuring every moment felt authentic and deeply rooted in culture.
Each truck was wrapped in striking AJXI-inspired graphics and elevated with city-driven messaging, transforming them into massive, we stole the show and demanded the attention of ComplexCon consumers.
Marathon Burger
FamilyStyle LA
Jordan Brand made its first-ever appearance at Complex Family Style LA through a community-rooted partnership with Marathon Burger, in the heart of Los Angeles. The activation re-created the Marathon Burger Melrose experience on-site, blending food, fashion, and storytelling into a culturally authentic moment.
The experience featured exclusive Air Jordan 5 “Fire Red” access and a limited Jordan × Marathon tee GWP, driving strong demand and organic buzz throughout the festival. The activation sold 250+ meals, fully redeemed 75 limited-edition tees, and generated 1M+ impressions via Complex and social amplification.
This moment reinforced Jordan Brand’s ability to lead culture without over-branding, earning standout sentiment across sneaker, food, and LA-native audiences and setting a new benchmark for community-first, culture-led partnerships.
Tatum 1 Launch
CONCEPTS BOSTON
Partnered closely with NA Brand Marketing to bring Jayson’s signature shoe to market in an authentic way. By activating with Concepts, a key Boston NBHD door, the launch of the Tatum 1 came to life through an immersive IRL experience rooted in local culture.
“FEED THE STREETS”
Partnered with Scarr’s Pizza, a staple of NYC street culture, to give consumers early access to the Air Jordan 3 “Black Cement.” Instead of a traditional launch, we dropped the product through an unexpected IRL moment, at SCARR’S early - meeting the youth consumer where culture actually lives.
By turning a neighborhood favorite into the access point, the AJ3 Black Cement showed up in new, disruptive ways—fueling organic buzz, social chatter, and real-world excitement. Working with a trusted local door like Scarr’s made the launch feel earned, not forced, and helped Jordan Brand authentically connect with the right audience in New York City.
