By Amy Houston, Senior Reporter

January 22, 2024 | 2 min read

Local kids got the chance to play ball with some of the brand’s most well-known ambassadors, including Michael Jordan.

Uncommon Creative Studio is continuing to build on the Jordan brand’s ‘Beyond’ platform, which was launched in 2023.

Since then, the agency and Nike have told Jordan’s story through the eyes of the next generation, making the Jumpman a universal symbol of self-belief, inspiring youth to go ‘beyond.’

Taking this one step further, the team enlisted Parisian streetballers to reimagine an old bank in Paris as a basketball court.

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The once-in-a-lifetime moment saw Michael Jordan, the original Jumpman, alongside the next generation of the Jordan family, including Jayson Tatum, Zion Williamson, Luka Dončić, Teyana Taylor, Rema, Gabby Williams and Youssouf Fofana.

Grammy award-winning poet J Ivy wrote an original poem to narrate the spot, which was accompanied by a bespoke score from Rober Glasper.

“Nike’s Jordan brand is one of the world’s most important brands,” said Uncommon’s co-founder Nils Leonard. “Whether in our studios in London, Sweden or New York, Uncommon was created to work on opportunities of this scale and importance and we are proud to launch this work to inspire and provoke a new generation.”

The campaign is amplified by a series of billboards around the world and a live performance from J Ivy.

A boy looking up at a Nike billboard
Michael Jordan in a Nike campaign

Here’s how Uncommon plans to shake up Stockholm’s advertising scene.

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