The famed and much coveted Air Jordan 4 “Thunder” made a comeback this summer in close-to-OG form with its sleek looks and bold black & yellow colourway. In true Superkicks fashion, we went HAM on this historic return and planned an elaborate campaign around the launch of this shoe.
The Air Jordan 4 Retro "Thunder" debuted in August 2006. It was released as a part of a limited, online-exclusive collection alongside the Air Jordan 4 Retro "Lightning." This collection was a part of Jordan Brand's LS (lifestyle) line, which was made to experiment and bring new colorways and materials to classic Air Jordans on a limited basis. Alongside the sneakers, Jordan Brand also released accompanying apparel. Both the "Thunder" and "Lightning" colorways of the Air Jordan 4 Retro LS were instant classics and highly sought after, which came as no surprise due to their limited availability.
On the "Thunder," a black-based nubuck upper is paired with yellow accents. Subtle hits of white are found via the Jumpman logo on the tongue and back heel, as well as the visible Air unit in the heel.
For the launch of the Air Jordan 4 “Thunder”, we dug deep into the Superkicks idea locker and pulled out what is one of our most ambitious campaigns to date. We brought on board one of Mumbai’s most iconic vehicles and its driver; a Premier Padmini “Kaali Peeli” taxi, also one of the country’s only few still functional cars and liveried it up to feature details from the sneaker itself as well as Superkicks and Air Jordan branding.
What ensued was a mad frenzy of content and a wild goose chase of sorts to hunt down this stickered-up taxi around the bustling roads and neighbourhoods of Mumbai, with a few of our sharp sleuthing community members managing to locate the car during peak traffic hours, transporting around passengers like it would do on any other day.
To culminate, the car was parked up as a photo-op outside of the Superkicks Mumbai store and filled with heaps of pairs of the Air Jordan 4 “Thunder”; something our community truly enjoyed and had a lot of fun with.
