"The Ones"
Celebrating the new generation of defiant,
talented individuals.
Challenge
How do you celebrate a shoe
that has such cultural impact
that it can no longer be
connected to any one
individual but an entire
cultural movement?
Solution
Build a campaign rooted in
tradition yet connected to
the defiant culture-shapers
of today.
‘The Ones’
Celebrates A New
Generation Of Defiant,
Talented Individuals.
Lookbook
Execution
The talented cast
who represent “The Ones” this
season: Nigel Sylvester, Billie
Eilish, YBN Nahmir, Rox
Brown, Elaine Zhong, Kori
Carter, Jalen Ramsey, Briana
King, Jamal Adams and
Shameik Moore.
Jordan Brand brought the
studio to the court,
combining sport + culture +
community.
NIGEL’S SHOP-THE-ONES PAGE
Impact
Impact
The on-going campaign
turned franchise lives across
all brand and authenticator
channels resulting in millions
of eyeballs with key story
telling about each
authenticator on the Air
Jordan Blog.
