Ja Morant is a role model for the future generation of basketball. Resiliency, determination, tenacity, humbleness, and confidence are just some of the attributes to describe such a rich, complex, and inspirational character. The work done in the dark has propelled the athlete to stardom, and this is just the beginning.

On this journey, the athlete’s first signature shoe is an exciting opportunity to celebrate Ja’s unique story while inspiring the basketball community. The Ja One launch honors the athlete’s work ethic and empower the consumer, proving that when you believe and put in the work, everything is possible.

The film’s objective was to show the work it takes to be great on the court and unpack Ja’s mentality (the other work done in the dark). Inspire consumers to put in the work. Inspire and Enable through Ja’s ethos.

The track featured in this film is “Good morning Mr. Echo” by Miharu Koshi. It's a dreamy yet eerie track that adds balance to the chaotic nature of the action that takes place in the spot - where multiple Ja Morant's are seen practicing a 3-point shot over and over again.