“Just Do It” gives way to “Become Legendary”
Posted by ZA on December 4, 2008
Nike’s famous “Just Do It” celebrated its 20th anniversary this year. Now Nike is hoping it can catch lightening in a bottle again by launching a new theme under its Jordan Brand. The new Jordan Brand tagline “Become Legendary” focuses the characteristics that make winners and how they can leave their mark on sports and society.
The campaign was created by Nike’s long-time agency, Wieden + Kennedy, and will feature Carmelo Anthony, Richard Hamilton and Chris Paul in the initial spots. The campaign will also help to launch Carmelo’s new Jordan Brand shoe called the Jordan Melo M5. Brandweek reports that Nike will $21 million to push the Jordan Brand in 2009.
Nike created the Jordan Brand in the wake of signing NBA superstar Michael Jordan in 1984. The brand thrived as Jordan rose from superstar NBA basketball player to global icon. After MJ retired from the NBA, Nike has kept growing the Jordan Brand by signing a robust collection of star athletes from Derek Jeter to Terrell Owens. The Jordan Brand continues to be a cherry in the Nike portfolio, helping the athletic shoes and apparel giant amass over $20 billion per year in annual revenue.
Jordan Brand's new tagline is "Become Legendary"
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