Hasta La Creative!

When Jordan Brand created a collection celebrating Michael Jordan’s career that leveraged Gatorade’s iconic Be Like Mike campaign, Jordan Brand was poised to grab all the attention, relegating Gatorade to a supporting role. Our challenge was to keep Gatorade at the center of the conversation—to make sure that even while shopping for shoes and shirts, athletes and sneakerheads alike remembered that Gatorade had been there throughout Michael Jordan’s career, fuelling the athlete inside the shoes.

To do it, we turned individual Gatorade bottles into pixels and assembled them into the shape of the limited-edition Jordans. Three installations were placed at flagship Foot Locker stores around the country.