Air Jordan 31 Experience Space - Las Vegas

Addicted To Retail (ATR) presents: the Air Jordan 31 Experience Space at Brooklyn Bowl, the Linq Promenade, Las Vegas.

Las Vegas was the site of the official unveiling of the Air Jordan 31, and the accompanying event space, located at Brooklyn Bowl on the Linq Promenade between the Linq and Flamingo casinos, gave the sneaker press a two-storey product theatre for the launch weekend. Jordan Brand chose the city for the same reason every brand does in July: the NBA Summer League is in town, the players are in town, and the casinos make sure nobody leaves.

The space borrowed the language of the shoe. The 31 is a hybrid of the Air Jordan I and the modern performance line, and the installation split accordingly: a ground floor styled as a 1985 locker room with the original banned colourway under glass, and an upper floor of white light boxes and flight-pattern graphics showing the new model in every colourway, with a court-side lounge looking down on the bowling lanes. A customisation bar, a photo moment under a thirty-foot Jumpman and a daily schedule of player appearances kept the room full for four days.

Why the Linq

The Linq Promenade is the open-air retail street Caesars cut between two of its casinos in 2014, and it has become the Strip's default venue for brand activations: foot traffic from four resorts, a Ferris wheel at the end of the street and a landlord that wants events. For a sneaker launch, a bowling alley with a stage, a bar and a loading dock beats a hotel ballroom every time. Expect more launches like this one in the casino districts of Las Vegas and Macao, where the audience is already assembled and already in a spending mood.

Air Jordan 31 Experience, Brooklyn Bowl, The Linq Promenade, 3545 Las Vegas Boulevard South, Las Vegas. Brand: Jordan / Nike.

Tags: Nike, Jordan, Las Vegas, Air Jordan 31, pop-up, Linq