Jordan created a Riseabove truck that would tour the United States in the month leading up to the Olympics to encourage trial of the new Super Fly Shoe. We created an interactive facebook tab on the Jordan Facebook channel to promote the Truck Tour, with a live twitter feed giving updates on where it was stopping. When consumers visited the truck they could try on the shoe and partipcate in a jump test wearing the shoe for a chance to win a pair of retro sneakers. They could also get their photo taken against a backdrop showing them rising above in the Superflys which they could then tag #Riseabove to appear in the #Riseabove Gallery site.
Carmelo Anthony and Chris Paul visited the Riseabove truck at the World basketball festival to meet the crowd and talk about the new Superfly shoe.