Concepts transformed its Boston flagship on Newbury Street into an immersive branded environment in celebration of the early release of the Jordan Tatum 1 “Zoo”. The store interior was re-imagined as a stylised newsstand, complete with stacked newspapers and back-board coffee tables, flooding the space with the Celtics’ familiar green and leafy seasonal accents. Exclusive Jordan Brand apparel and the “Zoo” colorway launched side-by-side in this elevated setting, giving fans and VIPs a special first look and purchase opportunity before the official global drop. The experience underscored Jayson Tatum’s signature moment and highlighted his elevation into the signature-athlete category, channeling the energy of past iconised commercials with a fresh city-centric twist.