To celebrate 40 years of Jordan, the FA25 Too Easy campaign marked the release of the AJ40 and the reissue of the Shattered Backboard AJ1..

Working with the Jordan Brand Design Team earlier this year, we developed the Global Retail Directive to bring the campaign’s bold, defiant and disruptive energy into stores worldwide. The concept fused performance with culture.

For sport-focused launch zones, layered lightboxes, dark textured materials and 40° monolithic forms inspired by the AJ40’s traction pattern, created a cinematic, high-intensity space that captured the innovation behind Jordan’s newest performance shoe. For streetwear launch zones, lifestyle took the lead, connecting heritage icons like the AJ1 High OG and AJ3 with the cultural energy that continues to define Jordan’s edge today. Across every space, the message was the same: We make this sh*t look easy.
It’s the confidence of a brand that doesn’t chase greatness, it embodies it.

Credits:
In collaboration with the Jordan Brand Design Team.