“Sophomore year of high school, Leroy Smith took Michael [Jordan]’s spot on the junior varsity team,” explains Jason Clement, Director of Findability and Search for W+K NY. “Michael points to that as the moment when he realized he needed to work and train harder to become really good.”
Nike leveraged that legendary story to create a campaign based on Leroy Smith. Take a look at one banner:
The campaign also included DVDs, posters, an iPhone app, Twitter, Youtube and music videos, all aimed at reaching a younger audience that didn’t grow up watching Jordan on the court.
The multi-channel approach was well received by the audience, and several bloggers even made posts gushing about the creative. Ultimately, Nike thinks the campaign was successful at keeping Jordan brand relevant with its younger target.
For a full write-up, head over to the Google Agency Blog.