Digital experience for the launch of the AJ31.

Role
Design Lead

Scope
Design System
Interaction Design
Art Direction
Creative Direction
Prototyping

Agency
R/GA

Team
ACD Visual: Gabriel Cheung
UX Designer: Gonzalo Fiorina
Visual Designer: Jenny Wu

Overview

The design of the AJ31 reached back to the original Air Jordan 1, so the launch paired the new shoe with a reissue of the AJ1 it came from, plus a Jordan-exclusive live-streamed event.

It started with the 'Banned' colorway, but Jordan drops new ones several times a season, so we built a modular design system to house all future releases: a set of components and layout patterns the team could recombine per drop rather than redesign from scratch. It went on to carry ten.