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'BECOME LEGENDARY' campaign unveiled
Jan '08
Today, Jordan Brand, a division of NIKE Inc, unveiled its new inspirational brand campaign and tagline, “BECOME LEGENDARY.”

Developed to pay homage to the legacy of a brand created by Michael Jordan and to celebrate 23 successful years of the world's most respected and innovative basketball shoe – AIR JORDAN – the new slogan will serve as an anthem for athletes and consumers alike.

“The AIR JORDAN XX3 is a benchmark achievement for Jordan Brand because it culminates the success of the brand's contribution to the athletic footwear industry and the significance of the number 23,” explained Howard White, Vice President, Jordan Brand.

“Simultaneously, we have created a campaign that celebrates the essence of the brand where people can aspire to 'BECOME LEGENDARY' in all aspects of one's life.”

The “BECOME LEGENDARY” brand signature will be supported by an integrated marketing campaign headlined by a national television ad campaign.

Narrated by Michael Jordan and starring Ray Allen, Carmelo Anthony, Derek Jeter, Terrell Owens, Chris Paul and other Team Jordan athletes, the campaign challenges athletes, kids, and everyday people to achieve their full potential on and off the court.

“BECOME LEGENDARY” is intended to inspire consumers to exceed expectations, challenge conventional views of sportsmanship and explain that greatness is attainable.

Using evocative imagery, the ad campaign animates the Jordan Brand coretruths – Authentic, Uncompromised, Earned, and Aspirational – which speak directly to the brand pillars derived by Michael Jordan's personal values and philosophy for success.

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