With a growing fervor for basketball and sneaker culture in Canada, Jordan brand wanted us to help feed Canada’s insatiable hunger during All-Star Weekend by creating a pop-up at Toronto’s busiest intersection, Yonge & Dundas. Jordan brand challenged us to create a dynamic yet lasting impression on both their existing and newfound fans.
Celebrate Canada’s burgeoning passion for basketball by creating the nation’s first-ever Jordan brand store for All-Star Weekend. Inspired by our last collaboration, 32 South State Street, we helped design and build Canada’s first Jordan brand store by creating a very personalized experience for consumers using digital, trialing and a fully-immersive experience, which we had only two months to build out, start to finish.
The attention grabbing pop-up was further promoted by the mobile SNKRS Xpress streetcar weaving throughout Toronto to publicize 306 Yonge. The pop-up, open 24 hours a day, launched concurrently with the NBA 2016 All-Star Weekend in the host city to build on the momentum of the four day event. The aim of 306 Yonge was twofold: to leverage the power and scale of All-Star Weekend to drive sales and to use this space as a teaser for the permanent three-floor flagship store launching in August.