For their biggest releases, Jordan Brand has shown time and time again that they’re trying to raise the bar in the promo effort. We think of reviving the “Genie” concept for the Jordan 6 “Salesman,” of X-ing out Jumpman products on the site around the Jordan 1 “Banned,” or of the various drops associated with the Levi’s Jordan 3.
We can’t say we’ve seen anything like this, however. As the wide launch of the Air Jordan 3 “True Blue” looms for this weekend, Jordan Brand teamed up with Ryan Witherspoon for an early giveaway launch. Getting to be “team early” is always worth celebrating, but it’s the peripherals around the shoe that are really a cut above. Specifically gifted to Puerto Rican creators, this package came wrapped in a glossy floral box that flips up, in Witherspoon’s words, to look “just like abuelita’s couch.”
Echoing the Nike Shox R4 “Puerto Rico,” the wooden case carries the phrase “Soy Boricua, Que Se Sepa” emblazoned on the interior of the top, with the shoes themselves arriving wrapped in doily-like fabric that aligns with the feng shui of the whole capsule. The overall pride for Puerto Rico jumps through the screen, but the timing here is a bit less clear. That is, until the insert reveals that this was crafted around the Puerto Rican Day Parade. Whether the delivery was belated or just the reveal was is unclear.
Again, this care package and its presentation are likely limited to just the lucky few shown on Witherspoon’s socials. For the rest of us, the Air Jordan 3 “True Blue” releases on July 18th, retailing for $230 in adult sizing. Full family sizes will also be dropping alongside: GS for $155, PS for $95, and TD for $80.
