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Jordan Brand Unveils "BECOME LEGENDARY" New Brand Campaign in Celebration of Air Jordan Legacy


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 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

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