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The intro spot, which highlights the performance aspect of the shoe, features a voiceover by Jordan as shots of him and other members of Team Jordan are seenplaying basketball as kids and as pros, including Ray Allen, Carmelo Anthony and Chris Paul. "It's not about the shoes, it's about what you do inthem," offers Jordan in the spot. "Work before glory. Doing what they say you can't do. Not breaking when they say you are broken."
The three other spots, all of which will run in 30- and 60-second versions, follow similar themes. TV will run on ABC, ESPN, TNT and CBS during high-profilesports events such as the NFL playoffs, the NBA all-star game and playoffs, and the NCAA men's basketball "March Madness."
The campaign, "Become legendary," via Wieden + Kennedy, Portland, Ore., is anchored by four TV spots, the first of which will break Jan. 14. Supportwill include Internet, POP and experiential marketing, but no print.
A funny quote by Tinker :"We pissed off a lot of people at the factory because this wasn't business as usual," said Tinker Hatfield, Nike'svp-innovation design and special projects. "Within six months, you'll see other [basketball shoe] companies following our lead." The AJXX3 uses aminimal amount of adhesives and glues that are considered environmentally unfriendly, instead relying on an innovative system of interlocking panels, whichmeant designing new machines to produce the product.
Here is the official press release from Nike on the XX3's-also, head over to NikeBiz.com for tons of info on the shoe and marketingcampaign- there are pics and a video with MJ, Tinker, and Mark Smith.
BEAVERTON, Ore., Jan 08, 2008 (BUSINESS WIRE) -- Today, Jordan Brand, a division of NIKE, Inc., announced the launch of the long-awaited, 23rd iteration ofthe world's most respected and innovative basketball shoe franchise, the AIR JORDAN XX3. The AIR JORDAN XX3 celebrates 23 years of a legacy started by themost revered basketball athlete in history...Michael Jordan.
"The AIR JORDAN XX3 is deeply meaningful to me, as a celebration of both my life and career. The number 23 is obviously of great significance to me andthe release of the XX3 is a pinnacle moment in the Brand's history," said Michael Jordan. "I'm honored and humbled by the AIR JORDANfranchise's loyal following after all these years. The release of this shoe is exciting and a dream come true for me."
Michael Jordan and legendary shoe designer, Tinker Hatfield, Nike's Vice President of Innovation Design & Special Projects, collaborated on theinnovative design behind the handcrafted AIR JORDAN XX3 and in the process created the first basketball shoe in Nike history to embrace the Nike Considereddesign ethos, where details in the development and design of the shoe seek to reduce waste and allow for the use of environmentally preferred materialswherever possible--all without compromising athletic performance.
"Our goal was to make the AIR JORDAN XX3 the best basketball shoe ever, both in performance and sustainability. The handcraftsmanship and innovationbuilt into this shoe is simply unmatched," said Hatfield. "By infusing the ultimate in technology, setting a new trend in style and designing a shoewith the environment in mind, we hope these ingredients will cause people to say this is one of their favorite AIR JORDAN's ever."
The first AIR JORDAN was released in 1985 to great acclaim during Michael Jordan's rookie basketball season and instantly became the industry's bestselling basketball shoe. Over the next 22 years, the AIR JORDAN has been one of the world's most recognizable franchises known for its signature Jumpmanlogo, innovative technology in basketball and forward thinking fashion.
The AIR JORDAN XX3 continues the successful tradition by providing fans with a beautiful performance product that is lightweight, low to the ground,breathable, and maximizes comfort. A newly engineered, patent-pending, stitching machine delivers intricate detailing in the upper portion of the shoe. The lowmidsole profile allows players to be as close to the ground as possible and feel the court. Unique design cues such as the imprint of Michael Jordan'sfingerprint serving as the traction pattern on the outsole and his thumbprint on the back of the tongue lining bring to life the man that makes the franchiseso special.
"For twenty-two years, the Jordan Brand has set the standard for athletic luxury and the AIR JORDAN XX3 is no different," explains Howard White,Vice President, Jordan Brand. "We at Jordan Brand continue to push the envelope by incorporating unique design cues created by the most talented people inthe footwear industry while in turn providing our fans with the best basketball shoe inspired by the best basketball player ever. It's the perfectcomplement."
Jordan Brand is set to launch several colorways of the AIR JORDAN XX3. An exclusive limited release will launch on Friday, January 25,2008 with a suggestedretail price of $230. An All-Star release will launch on Saturday, February 16, 2008 and the nationwide launch will be released on Saturday, February 23, 2008both with a suggested retail price of $185. Retailer information can be found at www.Jumpman23.com.
About Jordan Brand
A division of NIKE, Inc., Jordan Brand is a premium brand of footwear, apparel and accessories inspired by the dynamic legacy, vision and direct involvementof Michael Jordan. The Jordan Brand made its debut in 1997 and has grown into a complete collection of performance and lifestyle products for both men andwomen. The Jordan Brand remains active in the community by donating a portion of its proceeds to Jordan Fundamentals, an education grants program forteachers.
For more information on Jordan Brand, visit www.Jumpman23.com.
The three other spots, all of which will run in 30- and 60-second versions, follow similar themes. TV will run on ABC, ESPN, TNT and CBS during high-profilesports events such as the NFL playoffs, the NBA all-star game and playoffs, and the NCAA men's basketball "March Madness."
The campaign, "Become legendary," via Wieden + Kennedy, Portland, Ore., is anchored by four TV spots, the first of which will break Jan. 14. Supportwill include Internet, POP and experiential marketing, but no print.
A funny quote by Tinker :"We pissed off a lot of people at the factory because this wasn't business as usual," said Tinker Hatfield, Nike'svp-innovation design and special projects. "Within six months, you'll see other [basketball shoe] companies following our lead." The AJXX3 uses aminimal amount of adhesives and glues that are considered environmentally unfriendly, instead relying on an innovative system of interlocking panels, whichmeant designing new machines to produce the product.
Here is the official press release from Nike on the XX3's-also, head over to NikeBiz.com for tons of info on the shoe and marketingcampaign- there are pics and a video with MJ, Tinker, and Mark Smith.
BEAVERTON, Ore., Jan 08, 2008 (BUSINESS WIRE) -- Today, Jordan Brand, a division of NIKE, Inc., announced the launch of the long-awaited, 23rd iteration ofthe world's most respected and innovative basketball shoe franchise, the AIR JORDAN XX3. The AIR JORDAN XX3 celebrates 23 years of a legacy started by themost revered basketball athlete in history...Michael Jordan.
"The AIR JORDAN XX3 is deeply meaningful to me, as a celebration of both my life and career. The number 23 is obviously of great significance to me andthe release of the XX3 is a pinnacle moment in the Brand's history," said Michael Jordan. "I'm honored and humbled by the AIR JORDANfranchise's loyal following after all these years. The release of this shoe is exciting and a dream come true for me."
Michael Jordan and legendary shoe designer, Tinker Hatfield, Nike's Vice President of Innovation Design & Special Projects, collaborated on theinnovative design behind the handcrafted AIR JORDAN XX3 and in the process created the first basketball shoe in Nike history to embrace the Nike Considereddesign ethos, where details in the development and design of the shoe seek to reduce waste and allow for the use of environmentally preferred materialswherever possible--all without compromising athletic performance.
"Our goal was to make the AIR JORDAN XX3 the best basketball shoe ever, both in performance and sustainability. The handcraftsmanship and innovationbuilt into this shoe is simply unmatched," said Hatfield. "By infusing the ultimate in technology, setting a new trend in style and designing a shoewith the environment in mind, we hope these ingredients will cause people to say this is one of their favorite AIR JORDAN's ever."
The first AIR JORDAN was released in 1985 to great acclaim during Michael Jordan's rookie basketball season and instantly became the industry's bestselling basketball shoe. Over the next 22 years, the AIR JORDAN has been one of the world's most recognizable franchises known for its signature Jumpmanlogo, innovative technology in basketball and forward thinking fashion.
The AIR JORDAN XX3 continues the successful tradition by providing fans with a beautiful performance product that is lightweight, low to the ground,breathable, and maximizes comfort. A newly engineered, patent-pending, stitching machine delivers intricate detailing in the upper portion of the shoe. The lowmidsole profile allows players to be as close to the ground as possible and feel the court. Unique design cues such as the imprint of Michael Jordan'sfingerprint serving as the traction pattern on the outsole and his thumbprint on the back of the tongue lining bring to life the man that makes the franchiseso special.
"For twenty-two years, the Jordan Brand has set the standard for athletic luxury and the AIR JORDAN XX3 is no different," explains Howard White,Vice President, Jordan Brand. "We at Jordan Brand continue to push the envelope by incorporating unique design cues created by the most talented people inthe footwear industry while in turn providing our fans with the best basketball shoe inspired by the best basketball player ever. It's the perfectcomplement."
Jordan Brand is set to launch several colorways of the AIR JORDAN XX3. An exclusive limited release will launch on Friday, January 25,2008 with a suggestedretail price of $230. An All-Star release will launch on Saturday, February 16, 2008 and the nationwide launch will be released on Saturday, February 23, 2008both with a suggested retail price of $185. Retailer information can be found at www.Jumpman23.com.
About Jordan Brand
A division of NIKE, Inc., Jordan Brand is a premium brand of footwear, apparel and accessories inspired by the dynamic legacy, vision and direct involvementof Michael Jordan. The Jordan Brand made its debut in 1997 and has grown into a complete collection of performance and lifestyle products for both men andwomen. The Jordan Brand remains active in the community by donating a portion of its proceeds to Jordan Fundamentals, an education grants program forteachers.
For more information on Jordan Brand, visit www.Jumpman23.com.
