AJ 23. Become Legendary.

The AJXX3 release will be similar to the release of any greatly anticipated product a shit-load of exclusivity, mixed with a big ad spend. Only 23 Nike sanctioned stores, each with only 23 pairs will have the kicks on Jan 25. $230 will be the ticket. This initiative will be supported by a campaign appropriately titled “Become Legendary.” Jordan, Melo, Chris Paul and Ray Allen will appear in the spots which are expected to come out mid January. I will try to post them/it as soon as the campaign is released.

I wonder what other support tactics will be unveiled over the next 3 weeks? Microsites? Promotional events? World-wide roll-out, etc?


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