PSNY AIR JORDAN XII MILAN LAUNCH
On the occasion of the second collaboration between Public School New York and Jordan, Nike launched globally the new PSNY Air Jordan XII in three exclusive colorways, dedicated to the three fashion cities: NYC wheat, Paris bordeaux and Milan olive.
To buy these styles, it was not enough to access e-commerce, nor to queue outside the store since the early hours. One day prior to the event, the secret location was unveiled and consumers had to get there, geolocalize and connect to the local wifi. Only then, they were provided with the exclusive access to the global pre-order.
Sartoria was asked to organize the launch in Milan, from selecting the location to the invitation, to the location set up and the entertainment.
- Time Frame: 2017