While on tour, the kids could test their vertical jumps while donning the Jordan Super.Fly kicks. This grassroots marketing effort became an impromptu gathering space for communities to come together. Partnerships with stores, basketball camps and community events helped create lasting connections. City to city, the Rise Above Truck attracted a huge, enthusiastic turnout and the project enjoyed social media and national media attention.
In creating a consumer experience that meant something to people, the Rise Above Truck helped transcend effort and fostered a celebration of community.