The Ask:

I was tasked with creating a campaign for Air Jordan shoes catered towards 18-25 year old men. I specifically decided to focus on high achieving, diehard basketball fans who care about aesthetics.

Print Campaign

Video Spot — 15 seconds

This will run before videos on popular sports and NBA YouTube channels, targetting channels with similar audiences to our campaign.

Manifesto:

When you think of Michael Jordan, one word comes to mind: greatness. He’s the greatest basketball player this world has ever seen. He’s the first athlete to ever make a billion dollars. You can’t remember a single time this man failed. Somehow, you think of his shoes before you think of a single mistake he’s made. 

For Michael, shoes are just one piece of the puzzle, but they’re a big one. They got banned by the NBA because Mike was just too good at basketball. They’re being worn constantly, not just on the court but off of it. Work, weddings, you get it. The shoe is so universally respected that it can be worn basically anywhere. There’s a reason for that. They elevate you to the next level, to greatness.  

Radio/Podcast Spot

This radio ad will run on popular podcasts among our demographic, such as Mind the Game and the Bill Simmons podcast.