In partnership with Uncommon Creative Studio, Jordan launched a new brand platform — Beyond — at the beginning of 2023, making the Jumpman a universal symbol of self-belief, inspiring youth to go Beyond.
Beyond provided an open invitation to soar — Beyond fear, Beyond doubt, Beyond those who’ve come before. The platform was launched during the 2023 NBA All-Star Week in a viral film seen through the eyes of an aspiring female baller — Kamaya Jones.
Since launch, Jordan has built upon the platform through the lens of the next generation of Jordan Ambassadors. This latest instalment takes this brand platform built to inspire younger generations one step further creating a one-off event.
The event invited local Parisian street ballers to a reimagined disused bank based in Paris, re-styled to resemble a basketball court, to step up and play with some of Jordan’s most iconic ambassadors.
Capturing this historic moment for the brand through a powerful, iconic film and various assets featuring Michael Jordan, the original Jumpman, alongside the next generation of the Jordan family — including the likes of Jayson Tatum, Zion Williamson, Luka Dončić, Teyana Taylor, Rema, Gabby Williams, Youssouf Fofana.
The film, backed by an original poem written by Grammy award-winning Poet, J.Ivy, accompanied by a bespoke score from Rober Glasper, was showcased during a roadblock media moment during an NBA Christmas game.
The campaign continued with a live performance by J.Ivy himself at the Jumpman Invitational college basketball tournament in Charlotte.
Nils Leonard, co-founder: "Nike’s Jordan brand is one of the world's most important brands. 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."
This campaign continued with a series of assets creating a global out-of-home campaign, where all of the sites were placed in the local communities of the Jordan ambassadors.
Campaign name: Beyond
Brand: Jordan Brand
Creative Studio: Uncommon Creative Studios Production Company: Birth
Photographer: Campbell Addy
DOP: Mathias Boucard
Set Designer: Gwendal Bescond
Stylist: Mobolaji Dawodu / Damise Savidan
Editor: Uncommon Creative Studios
Michael Jordan, Luka Dončić, Jayson Tatum, Zion Williamson, Teyana Taylor, Rema, Youssouf Fofana, Gabby Williams, Bryan Ryota, Seehia Ridard
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