Jordan - Jordan x Opium
Campaign Date: 2024
Challenge
Amplify was challenged to reconnect Jordan to the youth of Paris and its North African diaspora, celebrating the Jordan x Opium collaboration in a powerful and authentic way, highlighting the creativity of the French Moroccan community.
Insight + Strategy
The stories we own shape our future, giving us purpose and meaning. The Air Ship and Michael Jordan’s origins are forever connected as the shoes he wore at the start of his career.
This Jordan and Opium collaboration honours this legacy from roots to greatness.
For the first time, Jordan Brand teamed up with the Parisian boutique Opium to create a limited-edition product inspired by Opium’s Moroccan roots. Founded by Yace and Mounir, Opium has grown from a passion-driven idea into a community-centric boutique and creative platform since 2001. Their mission is to extend streetwear culture in France and inspire youth to bring bold ideas that move the culture forward. The challenge was to tell this unique story in an inspirational way for Gen-Z.
Solution
We are the artisans of our Future
To celebrate the Jordan x Opium collection we created an epic launch campaign that lived through social medial on Jordan and Opium social networks, in-store and inside the product shoe box, that told Yace and Mounir and other French Moroccan's stories, shot in both Paris and Casablanca.
The focus was celebrating those who draw from their French Moroccan cultural roots to inspire their own creativity. Flying this flag over Paris, they revitalise the city’s creative spirit and emphasise the power of owning your story.
This tribute to Grand Paris's unique multiculturalism connects deeply with local communities and showcases the finest talents including Allan and Nayra. The vibrant mosaic-patterned flag design, symbolizing their multicultural heritage, was inspired by the creativity and craft of Moroccan Zellige mosaics.
The campaign has been massively relayed on social media and featured on iconic media and websites such as Hypebeast Arabia, End Clothing and GQ Middle East.
We're a global creative agency specialising in experience and culture.
We join the dots between people, brands + culture.
Amplify create big ideas, campaigns, experiences and platforms designed to be amplified at every touchpoint and across the entire marketing mix. We think globally but activate locally, have hubs in London, Los Angeles, New York, Paris and Sydney and operate all over the world.
We were founded as a 'home for creative people and clients' on a shared mission to join 'the dots between people, brands and culture'. We know we have two clients, both the brands that give us the killer briefs and the often hard-to-reach audiences they're trying to engage. Through our campaigns, we find cultural spaces where a brand and audience can come together to create conversation, community and culture - building loyalty and long-term relationships.
We ensure brands cut through in this busy, saturated and complicated world by creating simple, moving and effective campaigns that are empathetic, often living across multiple channels.
