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The iconic brand enlisted Soldier to create a communications strategy and visual language for the lightest Jordan shoe to ever take flight. Our Fly Wade global campaign carried the “Impossibly Lightweight” promise of D Wade’s signature shoe into the hearts and minds of players and fans.

Jordan’s global popularity has grown immensely since 1985, providing Nike with its all-time top­-selling signature basketball shoe. Only a select few have been blessed with their own shoe and Dwayne Wade was ready for his. At the same time, Jordan recognized that they needed to shift their focus to innovation­-led storytelling. To jump start this, Soldier combined a signature launch with an innovation launch. This included the creation of the “Impossibly Lightweight” global campaign. By honing in on innovations emerging from Nike Kitchen (Nike’s innovation labs) we were able to tell a powerful story of athlete need driving innovation. Dwayne’s need for acceleration and aggressive style required more of his footwear. The campaign launched during the 2011 NBA Playoffs and the signature shoe gained immediate recognition as the the lightest Jordan ever. Soldier’s strategy and execution helped the brand exceed all expectations in terms of social impact and sales.

Logo and Design Language

The brand should reflect the man. Wade's explosive speed and aggressive style of play informed our approach to word-mark, identity, and design language. Our laser­-focused adherence to the pillars of Dwayne Wade’s game and our obsessive drive to project the “Impossibly Light” positioning manifested in product, retail, and advertising through usage guidelines provided to global partners.

Compositional Photography

Soldier took a highly considered approach to product photography with the Jordan Fly Wade shoe, based on the need to show the composited and complex materials story. The construction details were key to providing the Impossibly Lightweight story. We used a five axis camera configuration to capture the lighting and angles. Then we separated and rendered each facet back together allowing details to pop.