![people sat on steps in a Nike brand experience with neon lettering and gold lighting with mirror](https://cdn.sanity.io/images/d1a1yw91/production/bf55befda90198cc8dba3a998fa374cc158a7cbe-4500x3000.jpg?rect=0,235,4500,2531&w=3840&h=2160&q=95&fit=max&auto=format&width=3840)
![people sat on steps in a Nike brand experience with neon lettering and gold lighting with mirror](https://cdn.sanity.io/images/d1a1yw91/production/bf55befda90198cc8dba3a998fa374cc158a7cbe-4500x3000.jpg?rect=0,235,4500,2531&w=3840&h=2160&q=95&fit=max&auto=format&width=3840)
Brand Experience
Nike / Jordan Brand
Tatum 1 Launch
year
2023
capabilities
Master Planning
Show Development & Production
Guest Journey
Event Production
Event Logistics & Permitting
Vendor Management
Technical Direction
Production Management
Jordan Brand was looking for a captivating way to launch NBA superstar Jayson Tatum’s first-ever signature shoe, the Tatum 1. TAIT partnered up to transform the Concepts Store on Newbury Street in Boston into an interactive brandscape for the Nike Tatum 1 debut, creating an immersive pop-up shop that generated a global buzz.
Our collaboration with Jordan Brand turned the iconic retail space into an interactive environment where sneaker fans could get under the skin of the new Tatum 1. SNKRS aficionados listened to captivating conversations from the Jordan Brand family, tried the latest gear, and experimented with a dynamic photo booth. Armed with iPads and Apple Pencils, they created their own versions of the Tatum 1 shoe using the brand’s original designs. And, of course, they got the opportunity to scoop up the signature Nike Tatum 1 sneaker in advance of its worldwide release.
![3D display of basketball player with Nike associations](https://cdn.sanity.io/images/d1a1yw91/production/16044a23ae036b7ba9b99e7e69a5a30fc3408ae4-4500x3000.jpg?rect=0,235,4500,2531&w=3840&h=2160&q=95&fit=max&auto=format&width=3840)
![Basketball player printed onto side of staircase of Nike brand experience](https://cdn.sanity.io/images/d1a1yw91/production/2eb68a24664410db36eb029d03ead368b045d373-4500x3001.jpg?rect=0,236,4500,2531&w=3840&h=2160&q=95&fit=max&auto=format&width=3840)
![person interacting with vintage newspaper dispenser fitted with screen displaying Nike brand products](https://cdn.sanity.io/images/d1a1yw91/production/13d8264872346faa6787247fb111598182316c5a-4500x3000.jpg?rect=0,235,4500,2531&w=3840&h=2160&q=95&fit=max&auto=format&width=3840)
![people gathered in green lit brand experience looking at merchandise in industrial setting](https://cdn.sanity.io/images/d1a1yw91/production/7ad5ed50657a08874480123e43247bbc1bd5f60d-4500x3000.jpg?rect=0,235,4500,2531&w=3840&h=2160&q=95&fit=max&auto=format&width=3840)
![people stood at counter paying for Nike merchandise](https://cdn.sanity.io/images/d1a1yw91/production/e5d68d6eafd9ab5dac8410cdd900c91c1497f3b3-4500x3001.jpg?rect=0,236,4500,2531&w=3840&h=2160&q=95&fit=max&auto=format&width=3840)
![Children interacting with screen wearing red hoodies at Nike brand experience](https://cdn.sanity.io/images/d1a1yw91/production/cc5a45797f8554f3acc524f88a7c123d758f38e0-4500x3001.jpg?rect=0,236,4500,2531&w=3840&h=2160&q=95&fit=max&auto=format&width=3840)
![People interacting with Nike brand experience with mirror walls merchandise and soft lighting](https://cdn.sanity.io/images/d1a1yw91/production/52e2f24414304f2a1e9432034a6b5df226ad52b5-4500x3001.jpg?rect=0,236,4500,2531&w=3840&h=2160&q=95&fit=max&auto=format&width=3840)
This sensational space was a perfect playground for Jayson Tatum and his son Deuce, who inspired the animal-patterned Zoo colorway. A few lucky guests even got to play against the NBA All-Star, testing their skills in a premiere basketball video game.
![people gathered in group talking at Nike brand experience](https://cdn.sanity.io/images/d1a1yw91/production/6beeea88563d210743b5d044bfc221f891c8f508-4500x3000.jpg?rect=0,235,4500,2531&w=3840&h=2160&q=95&fit=max&auto=format&width=3840)
![photo from above of people gathered at Nike brand experience](https://cdn.sanity.io/images/d1a1yw91/production/1034a28f48b62ddd2e0c8bb6511de0da6da4f810-4500x3001.jpg?rect=0,236,4500,2531&w=3840&h=2160&q=95&fit=max&auto=format&width=3840)
![Nike merchandising through window](https://cdn.sanity.io/images/d1a1yw91/production/ff00b6784bf94837f6bd996e3d7438c698bb7442-4500x3001.jpg?rect=0,236,4500,2531&w=3840&h=2160&q=95&fit=max&auto=format&width=3840)
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![people gathered in group talking at Nike brand experience](https://cdn.sanity.io/images/d1a1yw91/production/6beeea88563d210743b5d044bfc221f891c8f508-4500x3000.jpg?rect=0,235,4500,2531&w=3840&h=2160&q=95&fit=max&auto=format&width=3840)
![photo from above of people gathered at Nike brand experience](https://cdn.sanity.io/images/d1a1yw91/production/1034a28f48b62ddd2e0c8bb6511de0da6da4f810-4500x3001.jpg?rect=0,236,4500,2531&w=3840&h=2160&q=95&fit=max&auto=format&width=3840)
![Nike merchandising through window](https://cdn.sanity.io/images/d1a1yw91/production/ff00b6784bf94837f6bd996e3d7438c698bb7442-4500x3001.jpg?rect=0,236,4500,2531&w=3840&h=2160&q=95&fit=max&auto=format&width=3840)
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The event was a slam-dunk, generating a huge digital buzz. TNT was on hand to capture the entire experience, producing a commercial that aired twice during the Celtics x 76ers game. So, it was no surprise when Jayson Tatum asked to take home some of the scenic and props to remind him of this career milestone.
Credits
produced by
productionglue, now tait