Air Jordan XXXII media launch

On August 29 Nike’s Jordan brand unveiled the latest model of the Air Jordan basketball shoe, the Air Jordan XXXII, on the rooftop of the iconic Lingotto in Turin.
Why Italy? Because the newest Jordan takes heavy inspiration from the original Air Jordan II, which was manufactured in Italy in 1986 to use the most premium leather and best style.
In the history of the Air Jordan lineage, there’s always been a balance between innovation and style and the new AJ XXXII is no exception. Designed by Tate Kuerbis, it features today’s best innovations and looks great on and off the court. One of the two colorways, the “Rosso Corsa”, pays homage to MJ’s passions for Italian sports cars.

The media launch took place at Lingotto, with a presentation inside Renzo Piano’s La Bolla followed by a wear test on a basketball court recreated on the rooftop track.
We were in charge of the location scouting and production of the media launch, while our sister company Panottica took care of the photo recap and drone coverage of the event.