When Gatorade partnered with Jordan Brand to create a limited clothing and shoe collection that paid homage to Gatorade’s iconic “Be Like Mike” campaign, we needed to make sure that Gatorade’s role in the partnership wasn’t overshadowed by enthusiasm for the newest “Jordan.”
To do this, we created huge point-of-purchase replicas of the highly coveted new shoes built out of Gatorade bottles in the flavors that corresponded to their designs. We turned individual Gatorade bottles into pixels and built them into the shape of the limited-edition Jordans and placed them at flagship Foot Locker in New York, Chicago and Los Angeles.
Given that the shoes were designed based on the iconic flavors of Gatorade, it only made sense to use the actual bottles and colors as the building blocks for the installations themselves. Custom acrylic forms in the shape of the Jordan shoes were created in pieces, and shipped to the flagship Foot Locker stores. The acrylic forms were then filled with over 400 Gatorade bottles per installation.
As sneakerheads lined up outside, the installations reminded them that Gatorade was there throughout Michael Jordan’s career, fueling the athlete inside the shoes.
