To commemorate the launch of Carmelo Anthony‘s 10th shoe in Asia, Jordan Brand hired design firm Pepper & Cinnamon in Singapore who created a genealogy map documenting Melo’s basketball journey from birth to stardom.
To highlight Melo’s scoring prowess, 12 emblems featuring 12 power words that described his offensive qualities were created with help from Brand Jordan.
Originally designed in Simplified Chinese for China, the print version of the genealogy map was also adapted into Traditional Chinese for Taiwan and English for Hong Kong. And where given away with every purchase of the M10 and limited edition M1.5 re-release.
Brand Jordan also adapted the maps in-house for retail display at Nike stores in Shanghai and Guangzhou. With a massive launch event for the M10 was held in Harbin, that included a video featuring all 12 emblems.
