A brand experience inside of a 300,000sf historical building that the original ‘96Jordan XI ‘Concord’ commercial was filmed. We hosted the Chicago Public School basketball championships, had two retail pop ups, community workshops, and sessions with cultural icons.

The largest four day activation in brand history with an insane cultural turnout — Vigil Abloh, Kim Jones, Teyana Taylor, multiple Jordan athletes (Zion, Westbrook, Pippen) and numerous musicians.

4 Days

20,000 Guests

3 Event Awards