SBD/July 14, 2014/Marketing and Sponsorship

Jordan Brand Breaks New Ad Around All-Star Game Festivities Celebrating Jeter's Career

Jordan Brand today is debuting a new ad "to commemorate the last All-Star Game appearance" of Yankees SS Derek Jeter, according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. The ad includes a "slew of cameo testimonials from the likes of Michael Jordan, Joe Torre, Mariano Rivera and other MLBers, along with New York police and firefighters, and entertainers, including Billy Crystal" (SPORTSBUSINESS JOURNAL, 7/14 issue). ADWEEK's Michael McCarthy reports the 90-second ad opens with Jeter "digging into the batter's box with his Jordan-branded cleats" as Red Sox P Jon Lester "tips his cap to Jeter." At Yankee Stadium, everyone from former N.Y. Mayor Rudy Giuliani and movie director Spike Lee "to fans in the stands and the NYPD begin tipping their caps." Several Nike endorsers, including Tiger Woods and Knicks F Carmelo Anthony, also "doff their caps." At the end of the ad, Jordan "doffs his cap as we hear fans chanting Jeter’s name." After it airs during Fox' telecast of the All-Star Game tomorrow night, the spot "will air in its entirety during the ESPYS Awards" on Wednesday. A shorter, 60-second version of the ad "will run across the Yankees’ YES Network, ESPN and other sports programming" (ADWEEK.com, 7/14). YAHOO SPORTS' Kevin Kaduk writes it is a "pretty chill-inducing spot, beginning with the late Bob Sheppard's famous Jeter at-bat introduction and continuing with tip-of-the-cap tributes from everyone from Jay Z to Phil Jackson to Carmelo Anthony." Kaduk: "Even noted Yankees rivals like Mr. Met and a pair of begrudging Boston Red Sox fans take time to pay their respects to the retiring All-Star" (SPORTS.YAHOO.com, 7/14).
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