Shoe marketer Nike will support the Jordan Brand on its 22nd anniversary of its Air Jordan shoes with a multimedia campaign behind the XX2. A 60-second spot broke last night exclusively on ESPN during
the University of North Carolina-Duke basketball game.
A 30-second version will soon run on networks including ABC, MTV, BET, Comedy Central and TNT, as well as in movie theaters in
nine markets. Print breaks this month in Sports Illustrated, ESPN the Magazine and Vibe, among others. There is also outdoor at an "Air Jordan Experience" event in Las Vegas next
week in advance of the NBA all-star weekend. Text reads: "Take them by surprise. Take them to the hole. Take them to their knees. Take over."
The shoe will hit stores Feb. 17. "For 22
years, the Jordan Brand has set the standard for athletic luxury footwear, as Michael Jordan has set the standard for athletic achievement," says Clifford Torng, marketing director at Jordan Brand,
Beaverton, Ore.
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