Product Premiere
Packaging Wordsmithery & Flight Lab Stories for an All Star Hoopdy-Do.
A new shoe in 3 different ways.  The single sole that allows you to equip it with what your game needs.  Such revolutionary technology calls for revolutionary words.
Since this shoe was like no other performance piece they had ever experienced before, I helped Jordan develop heads, tags, verbiage and descriptions that would easily tell consumers how to craft their shoe for their game, along with what made each layer dynamic.
To celebrate the AJ12 at All-Star Weekend, I developed historical accounts of Jordan’s other 11 game changers. These pieces were read by Melo, D. Wade, CP3 and any fan that entered the crazy legit Flight Lab Tour Building.

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