Jordan Brand, a division of Nike, has one of the most recognizable logos in the sporting goods industry. A silhouette of Michael Jordan mid-jump graces the footwear, apparel, and equipment that make Jordan one of the most coveted basketball brands in the US.
Michael Jordan retired from professional games in 1999, posing a challenge for Jordan Brand– keeping Michael Jordan relevant for the younger generation.
Looking for another exciting and engaged concept, the Jordan team along with Wieden+Kennedy created an unique campaign around a basketball player. But the player was neither Michael Jordan nor another NBA star. It was Leroy Smith.
Played by actor Charlie Murphy, the campaign’s Leroy sells motivational DVDs, promising to teach viewers the same skills he used to dominate Michael Jordan. The DVDs, along with posters, an iPhone app, and music videos can be found on his site, http://www.getyourbasketballon.com/game/. And of course the campaign’s Leroy also has a YouTube Channel, a Facebook profile, and a Twitter feed to communicate with his fans.
The whole campaign had a strong support utilising Adwords and re-targeting techniques.