"I remember when we first talked to Jordan years ago, they challenged us to create really outstanding moments, not just sell articles." -David Schneider (Co-Founder of Zalando)
Cultural heat meets unmatched scale
On 31 January in Berlin, Zalando, Jordan and Highsnobiety came together for Awaken Greatness. An immersive experience designed to present the Jumpman in a new light. This was not just an event. It marked a new phase in the partnership.
We call it The Trifecta: Jordan’s cultural influence x Highsnobiety’s iconic style x Zalando’s reach and scale,
By creating a standout cultural moment and launching an exclusive collection, we connected with the right audience at the right source. The result? A halo effect that strengthens brand perception and supports commercial performance on Zalando.
Inside the Experience
Awaken Greatness was a live expression of how we show up for our communities. Rather than a traditional brand activation, the space was built for connection.
We specifically chose designers based on their cultural resonance to play with the Jordan codes, the legacy, and the archive. From clothes customisation and jewellery stations to a tooth-gem booth and a live tattoo station. Each moment was designed to be a "must-participate" experience, unlocking both personal and collective greatness.
Rather than a traditional brand activation, the space was built for connection.
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As Night Fell
The space transformed into a moment for fashion enthusiasts, cultural pioneers and community leaders gathered under one roof for an iconic celebration.
The energy was driven by DJs Rejy, Beautyinblack and Stinhow, and elevated by a live performance from Mariah The Scientist, turning the event into a true cultural statement rather than just a brand showcase.
Everything led to the revealing of an exclusive Jordan Concept Collection by emerging Berlin-based designers.
Behind The Greatness
At the center of the evening, David Schneider and David Fischer reflected on a partnership years in the making. This is only the beginning. With each phase and each year, we will continue to level up and redefine how we connect brand heritage with modern commerce.
This wasn’t a fleeting campaign; it was an ignition moment that elevates the entire Jordan brand perception. At Zalando, we don’t just provide a platform; we build ecosystems where culture and commerce thrive together.
This is TRIFECTA: the invite-only brand marketing offering by Highsnobiety and Zalando. A one-of-a-kind cultural platform built to scale.
We aren’t just celebrating the Jumpman, we are creating a space for our community to truly Awaken Greatness.
“ JUMPMAN IN BERLIN! ”
