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SBD/24/Sponsorships Advertising Marketing
JORDAN SPREADS HIS WINGTIPS, BEFORE TOUCHING THE SKY
Published October 24, 1997
The first TV spot for Michael Jordan's Jumpman athletic apparel/footwear brand, titled "CEO Jordan," will break on ABC's "Monday Night Football," according to the AP. The spot, from Wieden & Kennedy, shows Jordan "rushing from a Bulls-Knicks game at halftime, shedding" his No. 23 jersey to switch to a business suit while he enters a building that is home to "23 Jordan Incorporated." On the way, Jordan crosses a drawbridge by using "his famed, spread-legged, slam-dunk leap -- the trademark" for his new brand. Jordan is greeted in the building by a work force that questions him on the merchandise, including Jordan endorser Vin Baker, before going into his office and inspecting a "mountain of shoes." He begins to inspect each pair, then slips an "Inspected by 23" label in the box. He returns to the game wearing his wingtip shoes and the ad ends with a newspaper headline: "Jordan scores 43 in wingtips!" (AP, 10/23).