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.
My Role
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.
