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SBD/July 15, 2014/Marketing and Sponsorship
Nike, Jordan Brand Pulling Out All The Stops To Market Derek Jeter's Final Season
Published July 15, 2014
A TIP OF THE CAP TO YOU: In Portland, Allan Brettman wrote the new Jeter ad that broke online yesterday is "unmistakably a Jordan Brand video," but the marketing impact "for the Nike subsidiary is completely subdued compared to the emotional whump of the content ... at least for the sports obsessed." Wieden + Kennedy, Portland, created the ad, and Creative Dirs Gary Van Dzura & Jimmy Lasser through a spokesperson said of the concept, "We started with the thinking that everyone respects Jeter as a player, and as a gentleman. ... Then we noticed he has a tick when he steps into the batters box where he appears to sort of tip his helmet. We started thinking it would be a beautiful tribute if everyone tipped back" (OREGONLIVE.com, 7/14). ABC's Lara Spencer notes there are "so many stars in the world of sports" appearing in the spot and "everybody wanting to give No. 2 the respect that he so deserves." ABC's Michael Strahan said the spot made him "teary." Strahan: "I was like, 'Where was my ad when I was retiring, Nike?' I only had 15 years with you. But it's okay" ("GMA," ABC, 7/15). CNBC's Andrew Ross Sorkin said it was an "awesome" spot ("Squawk Box," CNBC, 7/15). But SNY's Chris Carlin said the ad was "sickening." Carlin: "Do I need to see Billy Crystal tipping his hat? We get it, Jeter's retiring. And by the way, for somebody that never wanted the attention and won't call it a farewell tour, he certainly is soaking in every last freaking minute of it, isn't he?" ("Loud Mouths, SNY, 7/14). Meanwhile, the ad continues to draw praise on Twitter, with ESPN Radio's Ryan Ruocco writing, "I keep watching the Jeter RE2PECT ad. Jordan Brand nailed that." FS1's Mike Hill: "That new Derek Jeter Air Jordan commercial is EVERYTHING!!!" USA Today's Steve DiMeglio: "Heck of a commercial with Jeter."