What would it feel like to put yourself in Michael Jordan’s shoes, and not just a pair of Nike Air Jordans? For their 30th anniversary tour stop in China, Jordan Brand asked the population “what makes you Jordan?” Weibo users tweeted their responses and the top 30 were evolved into a large mural by Hong Kong artist Michael Lau. Visitors could interact with the mural digitally by using their phones to navigate the wall and read the messages that inspired it.

This was the best performing digital campaign in China for the Jordan brand to date, achieving 46,000 submissions, 720% fan growth and 438% increase in Weibo engagement.