Jordan
Defining greatness for
the next generation.
Insight
For adults of a certain age, to wear
Air Jordan’s is to touch greatness. For
young kids today, wearing Jordan is a
connection between their generation
and ours. A hat tip. A nod.
The secret handshake.
How do you build on the equity of the
Jordan brand with the next generation
when they’ve never seen Jordan play?
Jordan Brand needed to isolate and
understand the perceptions and attitudes
of the key Jordan Kid (ages 11-13)
consumer, and visually communicate
these learnings to multiple disciplines
within the Jordan team, partners, and
licensees including marketing, design,
retail and manufacturing.
Idea
“There is a reason you call someone the
Michael Jordan of… They know what
you’re talking about.” -Barack Obama.
Jordan is and always has been about
greatness. So with a little help from Obama,
as well as some killer basketball kids, we set
out to define the values, aesthetic and
future of the Jordan brand. We identified
4 “alpha kids” throughout the New York City
youth basketball community - defined as
not only leaders on the court, but off the
court as well. We worked with these “alpha
kids” to develop in-depth profiles, with
both studio and “real life” product
photography and video content that
would be used to educate and inspire
internal stakeholders as the Jordan
Sportswear Kids team prepared
to launch their 2017 lines.
