This past weekend marked the launch of the latest shoe in the iconic Air Jordan franchise, the Air Jordan XX9. Following a full summer championing performance basketball across North America and around the world, the brand hosted a celebration of flight in New York and Los Angeles as consumers lined up for their first chance to take home the game shoe.

To celebrate launch weekend, the brand hosted events on both coasts. In New York, it took over the Footaction store adjacent to Flight 23 at Footaction so consumers could try the AJ XX9 before buying it. In Los Angeles Jordan Brand’s Russell Westbrook hosted a takeover of the Center Plaza at Santa Monica Place. Serving as a platform for attendees to take flight, consumers took home a digital gif of themselves dunking in the Air Jordan XX9.

The journey for the Air Jordan XX9, has only just begun. Over the weekend released its first innovation page that allows consumers to dive deeper into the technology behind its latest game shoe. The page gives a breakdown of FlightPlate illustrating how these elements combine to give athletes first-step supremacy, second-jump dominance and jump-shot boost.

Jordan Brand also released the “Get Up” commercial. ” The video invites the world to grab a pair of Air Jordan XX9s and #TakeFlight, fulfilling a desire we’ve all had since birth. “Get Up” will be featured on the brand’s Facebook, Twitter and YouTube channels.