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Team Jordan athletes to star in 'Become Legendary'
Dec '08
Jordan Brand, a division of NIKE Inc, launches 'Become Legendary,' a fully integrated brand marketing campaign that pays respect to the legacy of Michael Jordan and his brand. In its second year as the brand's inspirational tagline, 'Become Legendary' inspires consumers and athletes to exceed expectations and aspire for greatness.

"This year's campaign features Team Jordan athletes such as Chris Paul, Carmelo Anthony and Rip Hamilton, as well as non-professional competitors all of whom have taken cues from Michael Jordan's path to becoming legendary," said Justin Burke, Brand Manager for Jordan Brand.

"The 'Become Legendary' campaign is not about the end result, it's about the path you take to pursue your aspirations. We want people to take inspiration from this campaign and apply that Jordan Brand philosophy in their own pursuit to become legendary."

This year's 'Become Legendary' marketing plan consists of a series of motivational print and three national television advertisements. The first television ad, entitled "Simple Math," set to air December 7, 2008 and run through January 8, 2009, is an honest look at a college football team in its mission to achieve success through hard work and relentless training. Subsequent spots entitled "Field Generals" and "Leave Your Mark" channel the passion and dedication behind athletic competition to connect with consumers on what it takes to 'Become Legendary.' The television ads will air on major networks such as ESPN, TNT, CBS and FOX during seasonal sporting events including the Bowl Championship Series, NBA All-Star Weekend and March Madness.

The print segment of the campaign, entitled "Zip Codes," focuses on November, February and March issues of sports, urban lifestyle and men's fashion publications such as Slam, Dime, Bounce, Hoop, XXL Complex, Giant, and other top tier outlets. The ads present Team Jordan athletes in their hometowns wearing Jordan Brand clothing and footwear with inspiring messages. In addition to the television and print ads, the 'Become Legendary' portfolio will feature digital presence on www.Jumpman23.com, in-store retail marketing, and community, consumer and celebrity events throughout 2009.

"It's been our focus this year to continue to work closely with Jordan Brand in coming up with inventive ways to build on 'Become Legendary,'" explained Keith Cartwright, Creative Director, Wieden + Kennedy, New York. "This year we continue with our theme using Michael's ethos and philosophy in basketball and life as the inspiration for creative ideas. The biggest difference in this year's work is our use of levity in certain executions. We were able to come up with ideas that use humor, but still pay deference to the brand. This shows how resilient and diverse 'Become Legendary' is as the signature line now and for years to come."

Jordan Brand

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