SBD/Issue 56/Sponsorships, Advertising & Marketing

Jordan Brand To Air New Ads For "Become Legendary" Campaign

Richard Hamilton, Chris Paul, Carmelo Anthony
Featured In New Ads Debuting Sunday
Jordan Brand "will launch new TV ads this weekend continuing its 'Become Legendary' rallying cry," according to Kenneth Hein of BRANDWEEK. Jordan Brand is "eyeing the success its parent company Nike has had with 'Just do it'" campaigns, and Jordan Brand has "pledged to make a long-term commitment to the marketing message." The first of three new national ads, titled "Simple Math," is scheduled to debut on Sunday. The ad "focuses on what it takes to be a successful college football team, namely hard work and relentless training." Jordan Brand endorsers Hornets G Chris Paul, Pistons G Richard Hamilton and Nuggets F Carmelo Anthony will all appear in the campaign, which "includes a series of motivational print ads." Jordan Brand Brand Manager Justin Burke said that the "Become Legendary" tagline and its theme of "inspiring people to exceed their own potential will be the focus of the brand 'for a long time to come.'" Burke: "We will build a foundation around that and invest it with meaning" (, 12/3).

JUST DO IT:'s Chris Littmann noted Nike and Wieden & Kennedy, Portland, in July "created a lot of controversy with a series of ads for the Nike Hyperdunk that featured players getting dunked on." In a few cases, the ads were "deemed homophobic by some because of the words 'That Ain't Right' plastered over the image." The tagline has reappeared on the "sole of a new Hyperdunk set to drop next week," but this time there is "no image accompanying the slogan" (, 12/3).

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