For the highly anticipated return of the collab between Jordan Brand x Union LA, Team Epiphany produced a pop-up shop doubling as an event space during NBA All-Star Weekend 2025 where consumers were given the opportunity to purchase the Union x AJ1 “Chicago/Shadow” ahead of the sneakers’ wide release.
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Winners of the SNKRS raffle – geotagged for the Bay Area – lined up early in the morning to pick up their guaranteed pairs at the custom built branded storefronts.
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The space flipped in the evening into “Late Night With Union” presented by Jordan Brand – a retro, late night talk show-style event paying homage to the 80s era of the AJ1. Featuring a slew of special guests and a surprise performance, attendees of the exclusive, live taping event were all given the opportunity to purchase the shoes post-show.

The weekend led to a successful ‘shock drop’ of the Union AJ1s building excitement and anticipation of the shoes during a prime cultural moment.