Jordan Brand: Jordan BE Lifestyle Campaign

Category: African American
Agency: Wieden+Kennedy New York
Client: Jordan Brand


During the 1990's, Michael and his Jordan Brand were on top of the marketing world. It seemed everyone wanted to “Be Like Mike.” MJ was the star of stars, and his Air Jordan line became a global giant in the athletic sneaker and apparel category, which would later be called the urban apparel industry. That was then. This is now. And an awful lot has changed in the past 10 years.

The most important change to the category has been the global rise of rap music and Hip Hop culture, an economic juggernaut whose power can best be felt in the $2+ billion global urban lifestyle apparel industry (source: Marshal Cohen, analyst at NPD Group 2005) Headlining this movement are such major multi-media entertainment and fashion players as Sean “P. Diddy” Combs with his Sean John Clothing line and Sean “Jay-Z” Carter with his Rocawear Clothing line. Together, they have supplanted Michael Jordan as the biggest major market movers among the significant 12–24 year-old urban-influenced consumer segment.