Jordan Brand is Marketing ‘40 Years of Greatness’ for Generations Old and New
With its multi-pronged campaign, Jordan Brand is both celebrating its anniversary while ushering in its next 40 years to come.
“40 Years of Greatness” kicked off in December 2024 with a spot detailing the history of Michael Jordan debuting the Air Jordan 1 in-game.
Player-specific ads around athletes like Philadelphia Eagles quarterback Jalen Hurts and Los Angeles Lakers guard Luka Dončić soon followed, along with “Unbannable,” an ad underscoring that “you can’t ban greatness” after Hurts was fined for wearing mismatched Jordan cleats during a game.
Edutainment ads around the Air Jordan 1 and product launches like the AJ40 and the re-release of classic models like the Air Jordan 1 “Shattered Backboard” (out August 23) have been at the center of Jordan Brand’s strategy to speak to its range of consumers, from NBA pros and high school athletes to casual sneakerheads. The brand has also created activations, like its Jordan Fam Fest at NBA All-Star Weekend in February.
“What was important was to make sure that we not only honor the past and bring the power of nostalgic storytelling, but we also acknowledge the present and our consumer today,” said Sargent.
Per Statista data from March 2024, Jordan Brand is popular among 46% of Gen Z consumers, with 34% owning a pair of Jordans. Now, the brand is banking on the next generation of athletes to boost sales.
“In years past, you would see some of our NBA athletes leading the charge,” she continued, “but what we’re most excited about is we also have up-and-coming high school athletes that are adopting the shoe [and] wearing it.”
