Jordan Brand Turns To NBA's Next-Gen Stars To Grow Brand Globally

Pelicans F Zion Williamson, Mavericks G Luka Doncic, Celtics F Jayson Tatum and Wizards F Rui Hachimura "will be the faces" of Jordan Brand's "UNITE" campaign, as the company looks at "taking this totally globally," according to ESPN's Nick DePaula. Previous players were compared to Michael Jordan but "right now, we're seeing a shift," as Williamson "might be the first face of the brand that doesn't play anything like Mike." Jordan Brand is "looking to establish themselves as a brand, as a company, and get away from that." ESPN's Richard Jefferson said "when you're with Nike, they make stars," but it "feels a little bit different for Jordan Brand." Meanwhile, ESPN's Rachel Nichols said Doncic having his own sneaker has been "one of his dreams for his entire teenage years, and now he's going to get one." DePaula said of Doncic, who signed with Jordan Brand in December: "He doesn't necessarily have a signature shoe yet, but it's a great opportunity for him to have that" ("The Jump," ESPN, 1/23).