The Jordan Brand recently teamed up with Wieden + Kennedy to launch Carmelo Anthony's new shoe in spectacular fashion along the Hudson River in New York City. The two parties collaborated to put on an M8 NYC Flight Event at Pier 54 that was highlighted by an unannounced projection show alongside a 3-story building that featuring an animated Carmelo Anthony dribbling, dunking, and walking on water.
The Jordan Brand set the stage by having Nas perform a live set for the 2,500 guests in attendance and featured a stuntman jumping out of a helicopter into the Hudson River before Carmelo Anthony's image appeared in spectacular fashion.
Wieden + Kennedy's use of projection technology demonstrates how brands can leverage iconic locations at night in new ways to launch products, conduct guerrilla marketing activity, or make a memorable splash.
Check out the amazing product launch display below and click here for more information: