Close up of hood ornament on Jordan's Rise Above grassroots campaign tour

Jump Truck for the People

Jordan's Mobile Grassroots Campaign Gains Traction Nationwide

Reintroducing Jordan to the next generation.

The Jordan brand is built on the ethos of rising above and overcoming obstacles. To bring the Jordan values to younger generations -- and with it, introduce Jordan’s classic, on-court performance footwear -- IDL created a grassroots marketing campaign that brought retro basketball culture straight to the youth.

The #RISEABOVETRUCK experience.

The #RISEABOVETRUCK -- concepted, designed and fabricated by IDL -- brought Jordans straight to kids’ feet in neighborhoods across nine states nationwide.

The former food truck was gutted, completely refabricated from the inside out and ultimately armed with a stealth black exterior. The Jump Truck experience was driven home with featured details like custom vinyl graphics and gold Jumpman insignia.

Heads turned as the mobile experience traversed the streets and highways of America on a quest for the next generation of Jordan-inspired athletes.

Participant puts his vertical to the test for the Jordan Rise Above consumer experience

While on tour, the kids could test their vertical jumps while donning the Jordan Super.Fly kicks. This grassroots marketing effort became an impromptu gathering space for communities to come together. Partnerships with stores, basketball camps and community events helped create lasting connections. City to city, the Rise Above Truck attracted a huge, enthusiastic turnout and the project enjoyed social media and national media attention.

 

The Takeaway:

In creating a consumer experience that meant something to people, the Rise Above Truck helped transcend effort and fostered a celebration of community.

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