Sunday, October 25, 2009

USA:Become Legendary – SLAP starring Team Jordan athletes


Jordan Brand, a division of NIKE, Inc. unveiled its latest chapter of the “Become Legendary” a national brand campaign, entitled “SLAP.” This campaign shows today’s youth how important team-work is in the game of an athlete’s life.

“SLAP” headlines a national television ad campaign that is supported by an integrated marketing campaign starring Team Jordan athletes Carmelo Anthony, Derek Jeter, Dwyane Wade, and Chris Paul. The ad takes viewers through a series of quick visual cuts and invigorating audio on the players’ journey to team building and success, from the pain and frustration pushing each other to the limit, to the elation and satisfaction that comes with making it out on the other side.

“We chose the вЂSLAP’ ad to kick off the third season of the вЂBecome Legendary’ campaign which embodies what our Brand represents,” said Sean Tresvant, Marketing Director of Jordan Brand. “The concept references Michael Jordan’s legacy of team leadership and features a roster of Team Jordan athletes carrying on his gift in the game today.”

“SLAP” will air on major networks including ESPN, TNT, FOX, and cinemas across the US beginning Sunday, October 25. Subsequent spots meant to connect with consumers on what it takes to вЂBecome Legendary’ will air during seasonal sporting events including All-Star Weekend.

A division of NIKE, Inc., Jordan Brand is a premium brand of footwear, apparel and accessories inspired by the dynamic legacy, vision and direct involvement of Michael Jordan. The Jordan Brand made its debut in 1997 and has grown into a complete collection of performance and lifestyle products. The Jordan Brand remains active in the community by donating a portion of its proceeds to Jordan Fundamentals, an education grants program for teachers. 

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