Media Blog Project


 The "Unbannable" Jordan ad immediately caught my attention for how it reimagines a seminal moment in the history of sports marketing. It takes on the hypothesis: What if Nike never paid the NBA fines for Michael Jordan's illegal shoes back in 1985? That decision spawned one of the most popular brands in sneaker culture, and this ad is celebrating its 40th anniversary. The commercial ran during major events like the Grammys and Super Bowl and featured Luka Doncić, Jayson Tatum, Zion Williamson, Travis Scott, DJ Khaled, and Jalen Hurts. It's set to Queen's "Another One Bites the Dust," and shows a world without Air Jordans. It was one aspect of a broader campaign that also included blacked-out Jordans in social media pics and temporary social media account shutdowns.

The campaign uses appeal tactics like celebrity endorsement, emotive storytelling, and the theory of association to associate the brand with greatness in culture. The campaign tells a dark "what if" story that resonates with the consumer emotionally while tying the brand to rebellion, genius, and legacy values. The campaign also leverages strategic media platforms to connect with users on social media, TV, and online publications. Sports Illustrated argues that the blackout strategy created buzz and viral talk, enabling Jordan Brand to remind the world how deeply embedded the Air Jordan brand is in popular culture. These moves make the campaign look new again while still playing to nostalgia. The ad addresses directly young, urban consumers-most likely between the ages of 18 and 35, who are concerned about identity, sports, fashion, and music. It is free of stereotypes, and its multicultural cast values empowerment and individuality. Perhaps the greatest thing about the ad is how in-your-face and catchy it is, but perhaps the sole negative aspect is that those who don't know the first thing about Jordan's story will never get it. Either way, however, the campaign is an excellent means of causing people to ponder and discuss. After seeing it and learning more, I’d definitely want to explore the product and would recommend it to anyone interested in culture-driven brands. This campaign showed me how creative storytelling and smart media use can turn a brand moment into a cultural statement.

Ad:
https://www.youtube.com/watch?v=cyx_GBQMUqg

Comments:
1. https://footwearnews.com/shoes/sneaker-news/jordan-brand-unbannable-ad-1234763909/
2. https://www.instagram.com/nicekicks/p/DFlv_FAJG1i/?hl=en
3. https://www.si.com/fannation/sneakers/news/jordan-brand-launches-you-cant-ban-greatness-ad-before-grammys


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