Jordan Brand launches integrated campaign


Jordan Brand, a division of NIKE, launches ‘Become Legendary,’ a fully integrated brand marketing campaign that pays respect to the legacy of Michael Jordan and his brand. In its second year as the brand’s tagline, ‘Become Legendary’ inspires consumers and athletes to exceed expectations and aspire for greatness.

This year’s ‘Become Legendary’ marketing plan consists of a series of motivational print and three national television ads. The first ad, “Simple Math,” debuted yesterday and will run through 1/8/09, is an honest look at a college football team in its mission to achieve success through hard work and relentless training. Subsequent spots entitled “Field Generals” and “Leave Your Mark” channel the passion and dedication behind athletic competition to connect with consumers on what it takes to ‘Become Legendary.’

The ads will air on major networks such as ESPN, TNT, CBS and FOX during seasonal sporting events including the Bowl Championship Series, NBA All-Star Weekend and March Madness.

The print segment of the campaign, entitled “Zip Codes,” focuses on November, February and March issues of sports, urban lifestyle and men’s fashion publications such as Slam, Dime, Bounce, Hoop, XXL Complex, Giant, and other outlets.

In addition to the television and print ads, the ‘Become Legendary’ portfolio will feature digital presence on, in-store retail marketing, and community, consumer and celebrity events throughout 2009.

Wieden + Kennedy, New York handled creative.