Although negotiations between players and owners to end the NBA lockout collapsed this week, the Jordan Brand has been on a full-court press in the Big Apple to promote its latest signature basketball shoe for endorser and New York Knick Carmelo Anthony.
The athletic brand’s marketing whirlwind for the Jordan Melo M8 sneaker culminated with a consumer event last night at Hudson Piers. The evening’s program included everything from a water show on the river with a Jumpman-branded helicopter to a surprise performance from rapper Nas.
“I’m here to support my homey Melo,” the hip-hop artist told the crowd. “He’s from [New York], so he’s one of us.”
Earlier in the week, the Nike subsidiary unveiled an experiential space in Lower Manhattan called Flight Lab 159 to tout the new shoe.
The temporary exhibit, which is open until this weekend, showcases Melo M8 product on basketball court-like displays and has a small theater that plays film of Carmelo Anthony interviews on a continuous loop.
A corresponding Carmelo Anthony-themed app for the Apple iPhone was also launched by the Jordan Brand this week.