{"id":113022,"date":"2026-02-02T10:38:17","date_gmt":"2026-02-02T10:38:17","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2026\/02\/02\/niecy-nash-betts-regan-aliyah-and-teyana-taylor-revive-jordans-iconic-genie-ad\/"},"modified":"2026-02-02T10:39:23","modified_gmt":"2026-02-02T10:39:23","slug":"niecy-nash-betts-regan-aliyah-and-teyana-taylor-revive-jordans-iconic-genie-ad","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2026\/02\/02\/niecy-nash-betts-regan-aliyah-and-teyana-taylor-revive-jordans-iconic-genie-ad\/","title":{"rendered":"Niecy Nash-Betts, Regan Aliyah, and Teyana Taylor Revive Jordan\u2019s Iconic \u2018Genie\u2019 Ad"},"content":{"rendered":"

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For those who\u2019re sufficiently old to have worn Air Jordans when they first debuted<\/a>, you\u2019ll more than likely bear in mind the model\u2019s \u201cGenie\u201d advert from 1991, starring Spike Lee as Mars Blackmon.<\/p>\n

The industrial confirmed the character stumbling throughout a magic lamp, rubbing it, and prompting Little Richard emerge in a cloud of smoke to grant him a single want. <\/p>\n

Now, throughout the Grammys on Feb 1., Jordan Model is bringing the genie again for Gen Z in a two-minute movie referred to as \u201cGenerational Greatness,\u201d developed by Wieden+Kennedy. This time, she\u2019s performed by Reno 911!\u00a0actor Niecy Nash-Betts, who pops out of a Nike Air Jordan 6 Infrared to supply Ironheart star Regan Aliyah one shot at magic.<\/p>\n

The industrial opens with Aliyah sitting on a stoop, earlier than a person on a motorcycle runs over her new Air Jordan 6 Infrared Salesman footwear. She rubs them in annoyance, and Nash-Betts abruptly seems asking, \u201cWhat would you like?\u201d<\/p>\n

As she tries to resolve, Nash-Betts reveals Aliyah some potential wish-list situations that includes highly effective ladies which have modified the sport, resembling Oscar nominee Teyana Taylor, basketball ahead Napheesa Collier, choreographer Bada Lee, and rapper Awich.<\/p>\n

Again on the stoop, having thought of her choices, Aliyah tells Nash-Betts she needs \u201call of it.\u201d<\/p>\n

\u201cLady, that\u2019s one thing we will work with,\u201d replies Nash-Betts, clicking her fingers and making a model new pair of Air Jordans seem out of skinny air. The advert ends on Jordan\u2019s \u201cAll or Nothing\u201d tagline.<\/p>\n

\u201cGenerational Greatness\u201d will run globally on social and different platforms, with the ladies featured starring in additional locally-focused campaigns in markets together with Europe and Better China. <\/p>\n

A \u2018generational run\u2019<\/strong><\/h4>\n

The push follows the Nike-owned Jordan Model\u2019s 2025 40th anniversary<\/a>, and comes within the midst of a \u201cmodel reset\u201d led by chief advertising and marketing officer (CMO) Caitlin Sargent, designed to get the Jumpman on Gen Z\u2019s toes and have interaction current followers.<\/p>\n

\u201cOur shopper is telling us we\u2019re on a \u2018generational run,’\u201d Sargent instructed ADWEEK. \u201cThey\u2019ve seen a distinction in our storytelling.\u201d <\/p>\n

In Nike\u2019s 2025 fiscal 12 months, the Jordan Model generated $7.27 billion in income for the group, representing a 12% lower from the earlier 12 months. However because the begin of 2025, the model\u2019s engagement fee has tripled, Sargent revealed.<\/p>\n

\u201cThere\u2019s a groundswell of momentum that Jordan is experiencing,\u201d she added. \u201cWe\u2019re extremely aggressive, and wish to hold pushing. The group is completely behind this and dealing as one.\u201d<\/p>\n

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Girls maintain courtroom<\/strong><\/h4>\n

For many years, Jordan has constructed its legacy as a male-focused basketball and sneaker tradition icon, rooted in its founder\u2019s NBA dominance and attraction amongst males in sport and followers. However, because it enters a brand new period, it\u2019s been deliberately broadening that viewers.<\/p>\n

Initially of 2025, Jordan tapped Jalen Hurts<\/a>, Travis Scott, Los Angeles Lakers participant Luka Don\u010di\u0107, Teyana Taylor, and extra to entrance its \u00a0\u201cUnbannable\u201d marketing campaign, a nod to Michael Jordan being fined for wearing Air Jordan 1s<\/a>\u00a0throughout an NBA recreation 40 years in the past.<\/p>\n

Extra not too long ago, it launched a two-and-a-half-minute Broadway-worthy ensemble<\/a>, that includes NBA and WNBA stars together with Bam Adebayo, Trae Younger, Chris Paul, Paolo Banchero, Jayson Tatum, Luka Don\u010di\u0107, Napheesa Collier, Dominique Malonga, Gabby Williams, Jared McCain, and Kiki Rice.<\/p>\n

With its newest advert squared firmly in the direction of ladies, Jordan is taking a web page from sister model Nike\u2019s playbook<\/a>. 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.<\/p>\n

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\u201cThe Air Jordan 6 is the shoe that received Michael his first championship earlier than he went on to the run of six,\u201d stated Sargent. \u201cIt represents breaking a glass ceiling and occurring to realize the sudden. That\u2019s why it was necessary for us to make this marketing campaign about ladies, exhibiting how they\u2019re main and breaking into new territories.\u201d<\/p>\n

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Whereas many manufacturers discuss recreation about equality, far fewer again it up. Sargent argued Jordan does the latter at a company degree too, particularly in an trade nonetheless dominated by males.<\/p>\n

With Sarah Mensah as president, Susan Mulders as vp of sports activities advertising and marketing, Nji Nnamani as basic supervisor of basketball, and Jen Treadwell main communications, ladies aren\u2019t simply current within the senior group, visibly in cost.<\/p>\n

That type of management, Sargent stated, isn\u2019t symbolic. \u201cIt permeates down into the group and into our groups,\u201d she stated. <\/p>\n

Mum or dad group Nike Inc. is in the course of a turnaround plan, shifting its advertising and marketing from way of life to performance-focused by way of a brand new technique referred to as \u201cSport Offense.\u201d<\/a><\/p>\n

In December, simply over a 12 months into his function as CEO, Elliott Hill instructed traders that Nike is \u201cwithin the center innings of our comeback,\u201d with a advertising and marketing technique centered on distinction inside key sports activities like operating, coaching, and basketball.<\/p>\n

The technique is slowly beginning to bear fruit, with group gross sales up 1% year-over-year to $12.4 billion.<\/p>\n<\/div>\n