The creative solution was to tell the story of Michael Jordan's roots in Brooklyn, New York, in the form of a music video. A collaboration was struck with rap artist Common, an music video director, Paul Hunter. The video captures noteable Team Jordan athletes travelling through Jordan's past, and interacting with members of the community. We also created a print campaign featuring vignettes from the video, and the tagline "The Life. The Legacy. The Collection"

The line experienced a 70% apparel sell through rate, marking the first time ever in the brand's history that apparel outsold sneakers during an initial launch period. Most importantle, the "Be" lifestyle campaign received over $2.59 million in unpaid media, resulting in over 43.6 million impressions.