Air Jordan 17 Release

Jordan
Group Creative Director
Obsidianworks

To resurrect the Air Jordan 17, we didn't rely on nostalgia; we relied on the neighborhood. Recognizing that a 20-year-old icon was a stranger to the current culture, we bypassed a traditional global campaign to hand the narrative keys to local NBHD partners. By replacing corporate messaging with hyper-local storytelling and exclusive community experiences, we transformed a forgotten archive piece into the year's most
coveted streetwear flex.