Nike created a digitally immersive and engaging experience for fans and audiences at home during the launch of the Air Jordan XXXV sneaker, aiming to capture the excitement and hype usually associated with in-person sneaker releases. By incorporating elements like a VIP briefing session, custom electronic press kits, a livestream event, and interactive content such as 3D previews and augmented reality, the campaign sought to bring the unveiling of the new sneaker to life in a unique and impactful way.

The digital unveil came complete with awe-inspiring animations starring top athletes, to keep hype among the Jordan community at an astronomical high.