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Jordan tips off its silver anniversary with All-Star
Feb '10
Jordan Brand, a division of NIKE, Inc. celebrates 25 years of excellence in Dallas, commemorating the silver anniversary of the AIR JORDAN franchise during All-Star Weekend. The festivities include a community event entitled "Layups for Learning" that gives back to three local high schools and will feature Team Jordan athletes and other surprise guests; the Jordan Brand 23/25 Experience at Victory Park, an energy space where fans can meet some of the biggest names in basketball and learn all about the AIR JORDAN through exciting innovative technologies; as well as the exclusive, invitation only Fabulous 23 dinner to pay homage to Michael Jordan and celebrate the All-New AIR JORDAN 2010.

"Jordan Brand marks its 25th anniversary with amazing events during All-Star, bringing communities together and giving back to the fans who have supported this franchise throughout the years," said Keith Houlemard, Jordan Brand president. "The launch of the AIR JORDAN 2010 is a momentous occasion in the Brand's rich history and we are excited to celebrate with the city of Dallas."

Jordan Brand tips off its All-Star events on February 11 with a community event and school pep rally that brings together three local Dallas High Schools: Yvonne Ewell Townview Center, South Oak Cliff and James Madison. In addition to meeting Team Jordan athletes and other surprise guests, students will also have the opportunity to participate in Jordan Brand's signature "Layups For Learning" program to help raise money for their schools.

In true All-Star tradition, Jordan Brand will mark the 25th anniversary by launching the next generation of the AIR JORDAN franchise, the AIR JORDAN 2010. On February 11 through 13, fans will be able to get a closer look into the shoe while at the Jordan Brand 23/25 Experience at 2350 Victory Park Lane in Downtown Dallas. AIR JORDAN 2010's designer, Team Jordan athletes, and surprise celebrity guests will be stopping by throughout the week.

The Jordan Brand 23/25 Experience also features exciting new technology from Wirestone to create the Mosaic 23/25, an innovative online experience that allows fans of the brand to share their photos and become a digital part of the 25th anniversary of AIR JORDAN and the brand's iconic game day shoes. The thousands of submitted photos are compiled together to form an interactive image of a milestone moment in Michael Jordan's career. Other highlights of the digital space include an interactive wall featuring a touch screen experience that walks the consumer through the history of the franchise.

Jordan Brand also congratulates their outstanding Team Jordan athletes selected to participate in the 2010 All-Star game; Dwyane Wade, Carmelo Anthony, Chris Paul, Joe Johnson and Gerald Wallace for exceptional athletic skills and dedication for greatness on and off the court.


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