Nike asked us to help unveil the new Air Jordan XXXV—a launch shrouded in anticipation and excitement. The challenge was to pay off the hype without a physical event in a year where social distancing is the name of the game. We devised an unveil unlike any other, producing a website to host the live-streamed shoe unveil and house exclusive AJ XXXV content. The site gives access to an AR preview of the new Jordans, and animations starring top (W)NBA players rocking them. As a digital keepsake, we also designed bespoke ‘GIFts’ featuring press invitees in the same otherworldly style.