Integrated Marketing Campaign Featuring Michael Jordan & All-Star Cast of Team Jordan Athletes Launches in 2008
BEAVERTON, OR (January 8, 2008) – Today, Jordan Brand, a division of
NIKE, Inc., unveiled its new inspirational brand campaign and tagline,
"BECOME LEGENDARY." Developed to pay homage to the legacy of a brand
created by Michael Jordan and to celebrate 23 successful years of the
world's most respected and innovative basketball shoe - AIR JORDAN - the
new slogan will serve as an anthem for athletes and consumers alike.
"The AIR JORDAN XX3 is a benchmark achievement for Jordan Brand because
it culminates the success of the brand's contribution to the athletic
footwear industry and the significance of the number 23," explained
Howard White, Vice President, Jordan Brand. "Simultaneously, we have
created a campaign that celebrates the essence of the brand where people
can aspire to 'BECOME LEGENDARY' in all aspects of one's life."
The "BECOME LEGENDARY" brand signature will be supported by an
integrated marketing campaign headlined by a national television ad
campaign. Narrated by Michael Jordan and starring Ray Allen, Carmelo
Anthony, Derek Jeter, Terrell Owens, Chris Paul and other Team Jordan
athletes, the campaign challenges athletes, kids, and everyday people to
achieve their full potential on and off the court.
"BECOME LEGENDARY" is intended to inspire consumers to exceed
expectations, challenge conventional views of sportsmanship and explain
that greatness is attainable. Using evocative imagery, the ad campaign
animates the Jordan Brand core truths - Authentic, Uncompromised,
Earned, and Aspirational - which speak directly to the brand pillars
derived by Michael Jordan's personal values and philosophy for success.
"BECOME LEGENDARY grew from the proud heritage earned by Michael Jordan
and the Air Jordan franchise, and is the next chapter in the evolution
of Jordan Brand," says Roman Vega, Brand Manager, Jordan Brand. "The
launch of the AIR JORDAN XX3 and the new brand signature signals a
transition from Michael Jordan as a player to a coach so that all people
can look to follow in his footsteps to BECOME LEGENDARY in their own
right."
Launching mid-January 2008, the ads will air nationally on major
networks including ABC, ESPN, TNT, and CBS during pivotal sporting
events including the AFC/NFC football championships, NBA All-Star
Weekend, NCAA basketball tournament and the NBA playoffs. The first spot
entitled "It's Not About the Shoes," highlights the new AIR JORDAN XX3
and provokes thought of what it takes to achieve greatness. Subsequent
spots entitled "Look Me In the Eyes", "Clocktower", and "Maybe It's My
Fault" promise to be a revealing expose on what it takes to BECOME
LEGENDARY. The campaign will also include an online campaign found at
www.Jumpman23.com as well as a series of community, consumer and
celebrity events throughout 2008.
Jordan Brand is set to launch several colorways of the AIR JORDAN XX3.
An exclusive limited release will launch on Friday, January 25, 2008
with a suggested retail price of $230. An All-Star release will launch
on Saturday, February 16, 2008 and the nationwide launch will be
released on Saturday, February 23, 2008 both with a suggested retail
price of $185. Retailer information can be found at www.Jumpman23.com.
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 for both men and women. 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.