The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec


By Audrey Kemp | LA reporter

October 27, 2023 | 2 min read

The basketball legend, who put the eponymous sneaker on the map 39 years ago, inspires on and off the court.

Michael Jordan, the NBA legend for whom Nike created the original Air Jordans in 1984, has made a triumphant return to the court in a new Jordan campaign titled ‘Beyond.’

In the spot, Jordan and younger people convene in an indoor basketball court in Paris’s 18th district. The work is designed to spread joy and hope for “a future we long to see – and be a part of,“ according to the description of the spot on YouTube.

“39 years ago, a young Michael Jordan suited up for his first NBA preseason game. He wore his newly engineered shoes on the court. He knew it broke the NBA’s rules. He didn’t care. Because he knew with these shoes, his Legend would take flight,“ Shannon Watkins, chief marketing officer of Jordan Brand, wrote in a LinkedIn post.

“39 years later, we let our cameras roll as MJ ‘pulled up’ – alongside Jordan Sports and Entertainment Icons – to show the ‘Next Up’ that the first step to take flight is simply believing you can… and when you do, nowhere is out of reach.“

The work was created in partnership with Uncommon Creative Studio.

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

Creative Brand Strategy Creative Works

More from Creative

View all