Girls maintain courtroom
For many years, Jordan has constructed its legacy as a male-focused basketball and sneaker tradition icon, rooted in its founder’s NBA dominance and attraction amongst males in sport and followers. However, because it enters a brand new period, it’s been deliberately broadening that viewers.
Initially of 2025, Jordan tapped Jalen Hurts, Travis Scott, Los Angeles Lakers participant Luka Dončić, Teyana Taylor, and extra to entrance its “Unbannable” marketing campaign, a nod to Michael Jordan being fined for wearing Air Jordan 1s throughout an NBA recreation 40 years in the past.
Extra not too long ago, it launched a two-and-a-half-minute Broadway-worthy ensemble, that includes NBA and WNBA stars together with Bam Adebayo, Trae Younger, Chris Paul, Paolo Banchero, Jayson Tatum, Luka Dončić, Napheesa Collier, Dominique Malonga, Gabby Williams, Jared McCain, and Kiki Rice.
With its newest advert squared firmly in the direction of ladies, Jordan is taking a web page from sister model Nike’s playbook. Sargent stated Aliyah represents the bold clients Jordan serves. Together with the hero shoe, the broader marketing campaign additionally options the Inheritor Sequence 2, a brand new silhouette impressed by ladies in basketball.
“The Air Jordan 6 is the shoe that received Michael his first championship earlier than he went on to the run of six,” stated Sargent. “It represents breaking a glass ceiling and occurring to realize the sudden. That’s why it was necessary for us to make this marketing campaign about ladies, exhibiting how they’re main and breaking into new territories.”
