Family Ties
RELEASE RECAP
Family Ties
The “Family Ties” experience -- inspired by the release of the Air Jordan XI “ Varsity Red” -- gave selected families the opportunity to receive a pair of the popular shoe and participate in a holiday-themed photo shoot.
On Friday, Dec. 9, DTLR partnered with Jordan Brand to celebrate the Air Jordan XI ‘Varsity Red’ holiday release through the lens of families. We joined together to spread a little sneakerhead cheer to select DTLR Trendsetters.
Eleven Chicago area families were selected to participate in a unique holiday experience, inspired by the Air Jordan Retro 11 “Varsity Red.” The selected families not only received
DTLR PARTNERS WITH JORDAN BRAND TO HOST A SPECIAL HOLIDAY EXPERIENCE FOR 11 CHICAGO-AREA FAMILIES
a pair of the shoes for each family member, but also participated in a professional holiday-themed family photo shoot with Grizel Preciado -- an official photographer from the Jordan Brand Women’s Collective. Each family was able to take home a print of their favorite shot in a custom holiday frame. The experience was held at the DTLR store on 87th and Dan Ryan in the DTLR Radio Studio and Greenroom, which was transformed for the day into a photo studio. The families were selected via in-store reference and an online contest that was held for DTLR Trendsetters, our loyalty program.
In addition, we continued to make the release available to our true consumers
in the communities we serve, by implementing our annual holiday toy drive. Leading up to launch weekend, customers were invited to bring a toy to the store in exchange for their reservation ticket to make a hassle-free purchase during this festive season.
On release day, several consumers lined up to pick up their reserved pair.
11 FAMILIES 46 PAIRS SEEDED COURTESY OF DTLR & JORDAN BRAND
Family Ties
IN-STORE VISUAL MERCHANDISING
JORDAN BRAND MERCHANDISE WAS FEATURED IN THE WINDOWS, THE RUNWAY, AND FOUR MAJOR CORNERS OF THE STORE.
DIGITAL ECOMM & SOCIAL IMPRESSIONS: 57,532 REACH: 48,339 VIDEO VIEWS: 49,983 BLOG POST WE DEVELOPED A LANDING PAGE WITH AN ENTRY FORM FOR OUR TRENDSETTERS TO ENTER TO WIN.
Family Ties
BY THE NUMBERS
FRIDAY DECEMBER 9TH | CHICAGO “FAMILY TIES” ACTIVATION SATURDAY DECEMBER 10TH | AIR JORDAN 11 RETRO “VARSITY RED” RELEASE SUNDAY DECEMBER 11TH | AIR JORDAN 11 RETRO “VARSITY RED” POST RELEASE DECEMBER 5TH – DECEMBER 7TH | TOY DRIVE OUR STORES SOLD THROUGH 83% OF OUR INVENTORY ON RELEASE DAY. MENS AND GRADE SCHOOL BEING THE LEAD. ECOMM SOLD OUT OF THEIR INVENTORY ALMOST IMMEDIATELY. WE SOLD ANOTHER 3,820 UNITS, BRINGING OUR TOTAL SELL THRU TO 91%. WE HAVE COLLECTED OVER 22K TOYS COLLECTED AND COUNTING. (FINAL NUMBERS TO BE TALLIED BY EOW) OVER 100 REGIONAL ORGANIZATIONS IMPACTED. (FINAL LIST WILL BE TALLIED BY EOW) WE HOSTED OUR FAMILY PHOTOSHOOT ACTIVATION AT STORE 048 IN CHICAGO, FEATURING JORDAN XI “VARSITY RED” FOOTWEAR & ALL JORDAN APPAREL.
Family Ties
