Jordan Brand Too Easy

Rosie Lee Creative

Clent:
Jordan

Ben Kaplan 


Team:
Russell Clayton
James Nelson
Maddalena Gioglio
Gil Cocker
Toby Knight





 For the Jordan FA25 season, we were asked to create a retail experience that would do more than launch shoes — it needed to reignite Jordan’s place at the heart of basketball culture for the next generation. This was about more than product. It was about making memories. About capturing the feeling of lacing up your first pair of Jordans — and making sure this generation felt that same energy.

Working closely with the Jordan Brand Design Team, we developed the Global Retail Directive for the FA25 Too Easy campaign — a moment that marked the release of the AJ40 and the reissue of the iconic Shattered Backboard AJ1.

The core idea was unapologetic: We make this sht look easy. Because true greatness always looks effortless. That bold, defiant voice shaped the entire retail language — cinematic, colloquial, with a sharp retrofuturistic edge.

We introduced 40° monolithic forms, referencing the unique traction pattern of the AJ40 sole, and used them to frame striking, wide-angle and fisheye photography of the next generation of Jordan hoopers. The result was a layered, immersive spatial experience — one that balanced performance, culture and irreverence with Jordan’s signature swagger.

We knew today’s basketball culture lives in two worlds: performance and streetwear. So the retail journey had to celebrate both. The AJ40, with its “hug for your foot” fit and forward-looking tech, was positioned as the future of performance. Meanwhile, the AJ1 and AJ3 grounded us in cultural legacy — the kind of sneaker history that still turns heads.

Our process started with rough sketches and evolved through renders and prototyping. We designed three clear zones:

  • Attract – Windows: Here, the campaign came alive through monolithic 40° forms, cinematic-scale imagery and red/white lighting that disrupted expectations and drew you in from the street.

  • IZ Sport: A performance-driven zone that showcased the AJ40’s innovation — this was where hoopers could connect with the future of the game.

  • IZ Streetwear: A culture-first space that connected the dots between heritage and now — with the AJ1 High OG, AJ3 and street-ready apparel speaking directly to today’s scene.

  • Engage – Immersive Zones: Finally, we created spaces where people could experience Jordan — hands-on, shareable moments that made the campaign’s voice feel alive and personal.

Throughout, we focused on theatre, responsiveness and that signature Jordan confidence. Because inspiring the next generation isn’t about looking back — it’s about showing them what greatness still looks like.



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