Jordan Retro 11 ‘Inner Beast’
- Kids Foot Locker
In the 30-year history of the Jordan 11, the ‘Inner Beast’ colorway is the first to drop in kids’ sizes. I took ownership of writing the Tik Tok video script, along with the launch email.
Objective
Captivate Kids Foot Locker’s Gen-Alpha consumer by creating excitement for the Jordan Retro 11 ‘Inner Beast’.
Insight
There’s never been a Jordan Retro 11 that’s only in kids’ sizes. This Jumpman drop is the chance to tell the world that story through the lens of self-expression, rather than history.
Strategy
Reimagine the silhouette’s story and embrace its cultural relevance, not nostalgia.
Execution
Blend exclusivity storytelling into the seasonal ‘Inner Beast’ theme.
Integrate Jordan Brand’s legacy into a kid’s love of play & glowy details
Speak specifically to our grade school and tween demographic (9- to 12-year-olds)
Tailor the messaging across digital
Impact
On Tik Tok, the post received over 526,000 views and 34,000 likes.
Launch Email
Tik Tok Video
