Jordan Brand partnered with Fortnite to promote its latest trainers in-game with the launch of the #FortniteXJumpman challenge which is set in a map named ‘Downtown Drop LTM By Jordan.
#FortniteXJumpman sees Epic Games and the Nike brand offshoot offer players a chance to unlock aesthetic styles featuring Jordan sneakers for their avatars.
This sportswear/gaming collaboration connects across the virtual and physical worlds and enables players and Jordan fans to unlock access to purchase some of its most coveted kicks – the Air Jordan 1.
The alliance sees the launch of new skins wearing Jordan sneakers: the two new outfits are Grind and Clutch and both include Nike Air Jordan 1s in different colorways (the red and black colors of the NBA’s Chicago Bulls and the purple and yellow of the Los Angeles Lakers’).
The skins cost $13 to $18, but it isn’t clear if Nike gets a revenue share.
Players can get a pair of the virtual sneakers by completing free challenges in ‘Downtown Drop LTM’ to unlock the ‘Back Board Back Bling and its additional nine style variants as well as four unique Sprays’.
Plus, if players own the ‘Hang Time Bundle’, they can unlock additional rewards including styles for the Grind and Clutch outfits.
To encourage more players to get the bundle, owners also receive a challenge pack unique to it.
Within the game, players are challenged to pull off “massive jumps” in skateboard and basketball modes, collecting coins in the process and the tie-up is promoted by an online campaign led by a spearhead spot running across Fortnite’s platforms.
Score big when you cop the Hang Time Bundle. Get the Grind outfit, Clutch outfit, and a challenge pack unique to the set. #FortniteXJumpman pic.twitter.com/cC8eqG7kVh
— Fortnite (@FortniteGame) May 22, 2019
Be Fearless. The 9.10 update is now live!
Show off your moves in the Downtown Drop LTM by Jordan featuring Creative artists NotNellaf & Tollmolia. Launch off massive jumps, grind down city streets and collect coins to win! #FortniteXJumpman
Blog: https://t.co/sClXqmXZ9y pic.twitter.com/Z3Ai7M9W5y
— Fortnite (@FortniteGame) May 22, 2019
“Jordan brand continually tests and iterates rewarding new experiences for our consumers. We are excited to work with Epic Games to create an experience for our community that is both innovative and authentic,” said Nike.
Comment:
While it’s exactly been unusual for culture and entertainment properties, or sports brands to team up with Fortnite – remember the NFL partnership with the smash hit game for its regular season (see case study) and for the Super Bowl –
we think this in-game advertising move is a cunning contemporary tactic from the masters of sports marketing Nike.
And for Fortnite, well, partnerships like this and its recent John Wick movie initiative, these time-limited tie-ups keep the game fresh for its 250 million registered users.
Innovative and on-trend? Yes!
Is it working? Yes!
While we don’t have any in-game engagement metrics, in the 48 hours since the trailer was launched it has attracted more than 1.7m views and 4,000 comments on YouTube alone
Links:
Jordan Brand
https://www.nike.com/us/en_us/c/jordan
https://www.youtube.com/user/jumpman23
https://www.instagram.com/jumpman23/
https://www.facebook.com/jumpman23
https://www.youtube.com/user/jumpman23
Fortnite
https://www.epicgames.com/fortnite
https://www.youtube.com/user/epicfortnite
https://twitter.com/fortnitegame
https://www.facebook.com/FortniteGame
https://www.instagram.com/fortnite/
https://www.twitch.tv/fortnite
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