Jordan is basketball’s most iconic brand. With each new release and retro reissue Jordan takes over the category in consumer interest and demand, establishing ever higher benchmarks in design, innovation and performance for the entire athletic footwear industry.

At the heart of the franchise is the perfect example of everything it stands for – Michael Jordan, the greatest player in the history of basketball and the exemplar of relentless dedication to performance, innovation and achievement. Like Mike, Brand Jordan believes that true champions never stop challenging the status quo in all sports, pushing the boundaries with swagger, style and originality.

Using the proof of concept we successfully pitched the idea of airing a Jordan TV show to Adult Swim, and then pitched it to the Clippers; selling the idea of liberating BG and CP3 from the 30 second spot.

The series was teased with co-branded Jordan/Adult Swim OOH, social, and digital media, just like a regular TV show. With each episode, coordinated PR and social efforts created buzz while promotional TV and digital media drove viewership.

After each show aired on TV we “syndicated” the content on YouTube and PlayStation to maximize reach among the Jordan audience.

Since the launch of the RE2PECT Tee on nike.com, it is the #1 Apparel style YTD. #RE2PECT was organically Tweeted over 894,000 times during baseball season, and the hashtag trended #1 in the US and worldwide multiple times. We saw 1.25MM engagements on Instagram, including use as a tattoo design, license plate, and wedding photo background. The 90” film has been viewed >8.8MM times on YouTube alone and continues to be the calling card for the most famous Yankee of the last 50 years.