In China, basketball is the number one sport. They know who Michael Jordan is, but wear the shoe for style rather than performance. To create a deeper connection between the new Chinese generation and Jordan, we challenged the nation to find the Jordan within.
The Wall of Jordan, a socially-inspired and digitally enabled mural that pays tribute to the man himself - Michael Jordan - together with all of china and the undisputed king of figures, Michael Lau. Each artwork on the wall is inspired by people’s tweets that answer the question — What Makes You Jordan? Users were driven to the campaign mobile site, where they submitted their stories. The chosen 30 tweets were turned into pieces of art. The mobile site evolved real-time, inspiring others like Hiroshi Fujiwara and athletes Liu Xiang and Li Na to participate, earning them the right to be part of the wall.