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Case Study

Air Jordan — immersive timeline experience

"Michael Jordon" Logo
  • User Experience
  • Creative Direction
  • Interface Design
The Brief

Jordan Timeline

A collaboration project with Nike Air Jordan to design a dedicated landing page that will highlight a range of Jordan products in detail to inspire, inform and charm JD customers. The page will be accessed through PPC, global navigation links and/or promotional banners.

Michael Jordan "Black and White" Slam Dunk
Michael Jordan slam dunk
Goals and objectives

Position JD as a leader in Nike Jordan products

The project is aimed at a Jordan fanatics who are interested in the finer historical details and have a desire to explore the products and collections. The landing page is set to increase engagement with the brand and position JD as a leader in Nike Jordan products.

Working closely with the development team to build a framework which will allow us to re-use common patterns and elements across any Nike project. Styles and positioning can be changed, but functionality should stay in place to ensure a consistent and familiar design language to encourage learnt behaviour and consistency in our design language and brand DNA.

Desktop mockup of "Nike Air Jordan" launch dates

Create an engaging immersive experience

Timelines are often a challenge for designers, particularly on mobile. After an ideation session with the team, I decided to design a horizontal scrolling timeline. It had to be dynamic and easy to update for the content team.

The webpage included some key features which brought this project to life.


Release Calendar

The calendar was a new destination for product previews & launches. It allows users to track the latest launch, save it to your device calendar and share it with family/friends. This interactive feature helps JD to position themselves as a leader in Nike Jordan products and owns an immersive experience for the end users.



Modern sneaker culture has its roots, in particular, Nike Air Jordans—from the Air Jordan I to the latest Air Jordan XXXII — they continuously dominate the market and each year a new silhouette is unveiled. I was tasked to showcase the story behind each Jordan release including year-by-year images, shopping guides and pop culture.

Desktop mockup of "Air Jordan" Timeline
Desktop mockup of "Air Jordan" Timeline
iPhone mockup of "Air Jordan" Timeline
iPhone mockup of "Air Jordan" Timeline
"Air Jordan" trainers lined up in a shop
iPhone mockup of "Air Jordan" mobile website saying "wing it"
iPhone mockup of "Air Jordan" news page

Social Integration

The project was led by the timeline but still needed to have that contemporary edge. I designed a shoppable content stream using @mention & tags from Instagram to find micro-influencers who are already a JD / Air Jordan enthusiast. This helped to connect moments of innovation to commerce by building a compelling experience that adapts how the consumer discovered products.

iPad mockup of "Air Jordan" trending page
"Nike Air Jordan" trainers

Worked on at JD Sports Fashion PLC