Remember the NBA All Star weekend madness from last February? If so, you’ll know just what to expect at tonight’s Jordan Melo 5.5 release party at Beyond nightclub. If not, here’s the skinny:
Carmelo Anthony’s new shoe – Nike’s Jordan Melo 5.5 – hits shelves on November 25, and he’ll be downtown to celebrate the release with his NBA pals and a slew of cool kids and music scenesters. In the house: rappers Cam’ron, Jadakiss, Sheek Louch, Styles P., MTV’s La La, and DJ Absolut from Hot 97 in NYC.
The ad campaign offers insight to ‘Melo’s influences. From PRNewswire, Nov. 15:
The national print and TV ad campaign takes a personal look at Carmelo Anthony’s journey from streets to stardom, highlighting one of the star basketball athletes of the Jordan brand. Scheduled to retail November 25 nationwide, the Jordan Melo 5.5 seamlessly blends both old and new. Taking design inspiration from the Air Jordan 5 and Air Jordan 6, the shoe illustrates the brand’s dedication to creating the most technologically advanced performance shoes on the market while infusing insights from Carmelo Anthony himself. His inspiration behind the personality of the shoe includes personal touches like his emerald birthstone, his “CA” tattoo, and homage to Myrtle Avenue, his childhood home in Baltimore (which also served as the location backdrop for his TV commercial).
…the TV commercials will debut, offering consumers and fans an intimate look at the athlete’s life journey to superstardom in the NBA. Directed by Antoine Fuqua, director of the critically acclaimed movie “Training Day”, Melo encounters influential and life-changing figures from his past. Guest appearances include Coach Jim Boeheim from Syracuse University (his coach), basketball legend Bernard King (one of Melo’s heroes), and music mogul Kevin Liles (also a Baltimore-native and a success story himself). The smart and poignant spot is fittingly titled “B More” — a clever reference to Melo’s hometown of Baltimore and spirit of perseverance.
Hit the club tonight to mingle with ‘Melo and his fans; tickets are $20 at the door, and walk-ups should get there close to the 9 p.m. door time to get in. The VIP scene takes place at nearby Spy Lounge, where I’m told that Nike has rented the entire space for a private event; rumor has it that Michael Jordan might be making a personal appearance.