Collection Greatness doesn't happen in a straight line. It's built in the drafts, the revisions, and the happy accidents that happen along the way. The Air Jordan 'Rare Air' collection celebrates this messy, beautiful process. Our team was tasked with creative a retail directive complete with custom lockup that conveys to sneakerheads that this isn't just another shoe. It's a piece of sneaker history, honoring the prototype fillers, design glitches, and beautiful mistakes that helped shape some of the brand's most iconic silhouettes. Inspired by the unseen "almosts" of the late '80s, the Rare Air series leans into imperfection as part of the creative process. Our team brought that philosophy to life highlighting the bold design details like flipped logos, faux-aging, and alternate tags. This unique blend of retro and contemporary style is a reminder to honor the creative journey—because the raw, unfiltered ideas are what truly shape the final work.