Nike's Jordan Debuts Air Jordan 2010

Jordan Brand ad spot

Nike's Jordan Brand is launching the latest chapter of the "Become Legendary" national brand campaign, titled "Nightmares Never Sleep" and starring Miami Heat All-Star Dwyane Wade.

The integrated marketing campaign focuses on Wade's Air Jordan 2010. The spot takes viewers to another world view of a basketball player's "nightmares" when dealing with the unstoppable -- Wade on-court during an intense basketball game. Wade will be the first Team Jordan athlete to debut the Air Jordan on-court during this year's All-Star weekend.

Created by W&K New York, "Nightmares Never Sleep" will air on major networks including ESPN, TNT, ABC, and in cinemas nationwide. Print ads will also be featured in Antenna, RISE, Slam, XXL, Dime, Bounce and Sole Collector in upcoming January-March issues. The integrated ad campaign also includes a digital presence, created by Blast Radius, for, as well as in-store retail marketing and consumer events throughout 2010.



The ad shows off Wade's strength as a basketball player, says Sean Tresvant, marketing director for Beaverton, Ore.-based Jordan Brand. "Dwyane is a natural fit for our brand, given that he represents our four Jordan Brand truths: authentic, uncompromised, earned and aspirational," Tresvant tells Marketing Daily. "He's also from Chicago, where Michael Jordan played, and shares his passion for basketball. Young athletes admire Dwyane's athleticism as well as being a leader in his community. Dwyane is truly an All-Star with everyone he meets."

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 collection of performance and lifestyle products.

Wade jumped from Converse (also under the Nike umbrella) to Jordan Brand last July, joining a stable of athletes including NBA players Chris Paul and Carmelo Anthony and MLB star Derek Jeter. Terms were not released, although it's believed the new deal, at minimum, matches the remaining three years on the Converse contract. Wade's other endorsement deals include T-Mobile and Gatorade. This is Wade's second TV spot for Jordan, following one for the start of the NBA season in October.

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