Jordan Brand has launched its latest campaign to coincide with the launch of its latest basketball shoe, the Air Jordan XXXIII, with the help of rapper/producer Travis Scott and select groups of high school ballers across the country.
In the Wieden+Kennedy made 'Principal Scott', the artist behind top album Astroworld, almost growls into the loudspeaker to the players.
“You have been away for the summer.” says Scott as the blue-chip recruits run their drills. “All work, no play: starving.”
The fruits of the young athletes' hustle and labor is to come, hints the spot. After late nights and early mornings spent practicing to play under brighter lights and bigger stages, Scott says: “It is time to eat.”
The ‘Class of’ concept has been used as a rallying cry for high school students since 2016, when the Air Jordan sole marked its 30th anniversary. The teaser coincides with the global launch of the 33rd iteration of the sneaker, as well as the tip-off of Jordan’s ‘Class of XXXII’ season of high school contests.
One minute versions of the spot have been produced for all social platforms.