To celebrate the 20th Anniversary of Space Jam, Jordan Brand hosted a screening of the iconic film this past weekend in Los Angeles. Located inside Studio 5 at the Warner Bros. Studio Lot, select members of the media were in attendance revisiting a childhood classic and to get a first glimpse at the upcoming Space Jam-themed footwear and apparel set to release just in time for the Holidays.
Today, Jordan launched “Warning,” a global marketing campaign in which familiar Monstars characters from the film make their return to Earth:
“We’re really excited to introduce this to the kids out there and we’re going to launch this through this whole new integrated marketing campaign and it’s going to center around the Monstars coming back,” says Whitney Chapman, Vice President and General Manager of Categories for Jordan Brand. “They’re going to be seeking revenge from the 1996 Tune Squad.”
But aside from the anniversary of the movie, this campaign and the Monstars’ return, the primary thing people—especially sneakerheads—are anticipating is the third release of the highly coveted Air Jordan XI “Space Jam” on December 10.
Historically, the Holiday season has been a staple for XI releases and this time around, the folks at Jordan Brand put an emphasis on making sure the 2016 retro pair mirrors the OG pair from the film. This means the sneaker will feature details like the reverse Jumpman, Nike Air branding on the insole, high patent leather cut with the white lining on the mudguard, icy blue sole and the “45” on the back.
The Jordan XXXI ($185) gets the Space Jam treatment and the Air Jordan IX ($190), another sneaker that makes its cameo in the film, will release in its OG black-white colorway. Both kicks are due out on December 3.
SLAM was in attendance on Sunday to celebrate the anniversary. Check out more photos from the event and upcoming product in the gallery above.
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