Team Jordan Athletes To Star in Integrated Marketing Campaign Launching December 2008
BEAVERTON, Ore.--(BUSINESS WIRE)--Dec. 5, 2008--Jordan Brand, a division
of NIKE, Inc. (NYSE:NKE), launches 'Become Legendary,' a fully
integrated brand marketing campaign that pays respect to the legacy of
Michael Jordan and his brand. In its second year as the brand's
inspirational tagline, 'Become Legendary' inspires consumers and
athletes to exceed expectations and aspire for greatness.
"This year's campaign features Team Jordan athletes such as Chris Paul,
Carmelo Anthony and Rip Hamilton, as well as non-professional
competitors all of whom have taken cues from Michael Jordan's path to
becoming legendary," said Justin Burke, Brand Manager for Jordan Brand.
"The 'Become Legendary' campaign is not about the end result, it's about
the path you take to pursue your aspirations. We want people to take
inspiration from this campaign and apply that Jordan Brand philosophy in
their own pursuit to become legendary."
This year's 'Become Legendary' marketing plan consists of a series of
motivational print and three national television advertisements. The
first television ad, entitled "Simple Math," set to air December 7, 2008
and run through January 8, 2009, is an honest look at a college
football team in its mission to achieve success through hard work and
relentless training. Subsequent spots entitled "Field Generals" and
"Leave Your Mark" channel the passion and dedication behind athletic
competition to connect with consumers on what it takes to 'Become
Legendary.' The television ads will air on major networks such as ESPN,
TNT, CBS and FOX during seasonal sporting events including the Bowl
Championship Series, NBA All-Star Weekend and March Madness.
The print segment of the campaign, entitled "Zip Codes," focuses on
November, February and March issues of sports, urban lifestyle and men's
fashion publications such as Slam, Dime, Bounce, Hoop, XXL Complex,
Giant, and other top tier outlets. The ads present Team Jordan athletes
in their hometowns wearing Jordan Brand clothing and footwear with
inspiring messages. In addition to the television and print ads, the
'Become Legendary' portfolio will feature digital presence on
www.Jumpman23.com, in-store retail marketing, and community, consumer
and celebrity events throughout 2009.
"It's been our focus this year to continue to work closely with Jordan
Brand in coming up with inventive ways to build on 'Become Legendary,'"
explained Keith Cartwright, Creative Director, Wieden + Kennedy, New
York. "This year we continue with our theme using Michael's ethos and
philosophy in basketball and life as the inspiration for creative ideas.
The biggest difference in this year's work is our use of levity in
certain executions. We were able to come up with ideas that use humor,
but still pay deference to the brand. This shows how resilient and
diverse 'Become Legendary' is as the signature line now and for years to
come."
About Jordan Brand
A division of NIKE, Inc., Jordan Brand is a premium brand of footwear,
apparel and accessories inspired by the dynamic legacy, vision and
direct involvement of Michael Jordan. The Jordan Brand made its debut in
1997 and has grown into a complete collection of performance and
lifestyle products. The Jordan Brand remains active in the community by
donating a portion of its proceeds to Jordan Fundamentals, an education
grants program for teachers.
For more information on Jordan Brand, visit www.Jumpman23.com.
CONTACT: Terri Hines
Jordan Brand
503.532.5862
Terri.Hines@Nike.com
or
Dinusha Gooneratne
Jordan Brand
503.671.3117
Dinusha.Gooneratne@Nike.com
Source: Jordan Brand