Behind the Scenes: Air Jordan x Foot Locker TATUM3 Launch
Foot Locker’s The Clinic “You Belong in the Game” event series brought Jayson Tatum’s TATUM3 “Welcome to the Garden” pop-up to life in Boston, creating an activation that celebrated community engagement and offered interactive elements for attendees to feel involved. It fostered a welcoming atmosphere that highlighted local basketball culture while showcasing the vibrant first colorway of Jayson Tatum's newest sneaker. Although not initially planned as part of the launch, this immersive in-store set came together late in the process and fit seamlessly into The Clinic’s event series, which marked the start of the NBA season in partnership with Nike, Jordan, and Foot Locker.
A Story of Growth and Connection
The TATUM3’s floral design was inspired by Jayson Tatum’s personal journey and home garden, symbolizing his development as an athlete, family man, and individual striving for greatness. This narrative shaped the in-store experience, emphasizing themes of growth and belonging. The result was a physical space that extended the identity of the shoe and reinforced a sense of community.
Designing an Immersive Experience
As Trill’s Creative Director and in-house graphic designer, I led the creation of a detailed set that supported both the You Belong in the Game campaign and the TATUM3 launch. With additional funding from Jordan, I had the creative flexibility to explore innovative design approaches and deliver a compelling in-store experience.
The original set retained the main feature of a locker room in bloom but extended its design elements throughout the space in a more varied and dynamic way. There was a grand archway that created an inviting entry point, symbolizing transformation, throughout the footprint floral installations with acrylic arches in a similar silhouette guided guests to the main structure, reminiscent of the wavy pattern design you see on the shoe. Every corner throughout the store echoed Tatum’s home garden, with features like lush, cascading greenery draped over displays, floral decals woven into product shelving, and interactive planter installations that reinforced personal and communal themes of growth. Custom elements included a comprehensive window display and even a trick or treat garden made out of his Small Wins trademark of healthy gummies made large and curated for younger fans delight. What ultimately materialized was only a portion of the original vision, but it was equally impactful and captivating.
We resurrected our original plan with the same lockers from Uline we proposed in our original event activation plan but got scrapped due to budget. The differences in finale became night and day though, from a Foot Locker black and white stripped colorway to the like of Jordan's Our Turn campaign colorway the final render displayed lockers in hues painted and then decorated with floral arrangements made to match the "Welcome to the Garden" florals without losing the impact of real flowers (real faux flowers*).
Tatum's legacy and the juxtaposition of urban and masculine elements, such as sleek locker room structures and bold color schemes, with nature and feminine details, like flowing floral arrangements and intricate garden motifs, was intentional. This blend of sport and floral design emphasized the campaign’s core message: "everyone belongs in the game.
Collaborative Execution
Completing this project required a fast-paced timeline and multiple design iterations to align with Jordan’s creative vision and Foot Locker’s brand requirements. Thoughtful decisions regarding floral arrangements, locker designs, and overall thematic consistency were essential to maintain a unified aesthetic.
The floral execution was particularly challenging, as it had to be adjusted for feasibility given the limited preparation time. The project started with one vision and evolved into a different direction, achieved through close collaboration with Brave Floral, along with necessary negotiations and compromises.
Our fabrication team customized the lockers and created unique elements I advocated for, such as a chandelier hoop I had been eagerly anticipating incorporating into a project like this.
Event managers, particularly Andrea, played an essential role in coordinating with vendors and clients throughout the project, ensuring the vision was brought to life on-site.
PROJECT CREDITS
Agency: Trill Multicultural
Set Design & Art Direction: Charlotte Roxanne @girlinsocal
Production: Andy Gamboa @ohandyyy
Photographer: Humberto Leal Treviño @humbertolealtrevino
Floral Execution: Brave Floral @brave_floral
Location: Foot Locker, Roxbury
Timeline: October 2024
Client Brand: Foot Locker, Air Jordan
Conclusion
The renders provided above capture the culmination of this creative journey, showcasing the space in its current 'final' form as part of our ongoing development process. These visuals demonstrate a blend of techniques, including AI-generated elements, hand-drawn details, screenshots, and various textures—all seamlessly integrated in Photoshop. This diverse approach highlights the innovation and meticulous craftsmanship that defined this project, embodying the spirit of growth, connection, and creativity that the TATUM3 launch set out to celebrate.
