Jordan Brand has teamed up with Super QQ Show to launch exclusive digital fashion pieces in celebration of its 25th anniversary in the Chinese market.
Overview
Jordan Brand is marking its 25th anniversary in the Chinese market by collaborating with Tencent’s Super QQ Show — the tech giant’s latest push into the metaverse. Users can earn virtual fashion and home furnishing pieces for their avatars in the social app, including exclusive and personalized streetwear items and sports gear. The campaign also engages offline customers who purchase Jordan’s China 25th anniversary limited-edition shoes, gifting them with cards that they can redeem for virtual pairs on Super QQ Show.
Netizens’ Reaction
Chinese millennials and Gen Zers have shown strong interest in the collaboration, given that QQ was the most popular instant messaging and social platform in China. Super QQ Show is an enhancement of QQ Show, a service introduced in 2003 that allows users to build their own 2D full-body avatars. Local millennials, therefore, experienced digital fashion in its infancy when they were teenagers.
Meanwhile, Jordan enlightened Chinese shoppers about street culture in the late 1990s when it debuted in the market. With both parties delivering nostalgia, the hashtag #MetaverseAJ and its 50-second video drove over 20 million and 1.6 million views, respectively, within one day. Continue to read the full article here
