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Celebratory Gym Makeovers

Jordan Brand Renovates the NBA Allstar's Emsley A. Laney High School Gym

— June 25, 2015 — Marketing
True Michael Jordan fans will know that he attended Emsley A. Laney High School. It is there that his legacy first began. So it's only natural that the Jordan Brand would celebrate its 30th anniversary by paying tribute to where it all started. The brand went back to Wilmington, North Carolina, and renovated the gym in the school's blue and yellow team colors.

Not only that, Emsley A. Laney High School is now home to a small Jordan shrine that includes Air Jordan sneakers, photos and other artifacts as well as a temporary Jordan Brand experience that offered school athletes free haircuts and a brand new player’s lounge. A great tribute to an impressive career, this high school gym makeover gives back to the community while also promoting the brand in a positive way.
Trend Themes
1. Celebratory Brand Makeovers - Brands renovating iconic locations or structures to commemorate their legacy offers a unique opportunity for community engagement and positive brand promotion.
2. Brand Shrines - Creating physical spaces for brand fans to gather and celebrate their shared passion can help strengthen brand loyalty and create a sense of community.
3. Brand Experience Centers - Offering unique and interactive brand experiences can create a memorable connection between consumers and the brand, increasing brand loyalty and awareness.
Industry Implications
1. Athletic Apparel - Companies can renovate iconic gymnasiums or other athletic spaces to celebrate a brand's heritage and foster community engagement.
2. Sporting Goods Retail - Retailers can create brand shrines and experience centers to showcase their products and create a space for fans to gather and celebrate the brand.
3. Commercial Real Estate - Developers can work with brands to transform their properties into unique and branded experiences that attract consumers and create a sense of community around the brand.
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