Air Jordan Set to Fly With XX2

NEW YORK Just in case you thought the National Football League had exclusive rights to Roman numerals, Nike’s Jordan Brand will support the 22nd anniversary of its Air Jordan shoes with a multimedia campaign to support the XX2.

A 60-second commercial, via Wieden + Kennedy in New York, will break tonight exclusively on ESPN during its coverage of the North Carolina-Duke men’s basketball game. The spot, along with a 30-second version, will then run on networks including ABC, MTV, BET, Comedy Central and TNT, as well as in cinemas in nine markets.

Support will include print this month in Sports Illustrated; Internet at Jumpman23.com; and outdoor at an “Air Jordan Experience” event in Las Vegas next week in advance of the National Basketball Association All-Star weekend, which is being staged there.

Aspirational text reads: “Take them by surprise. Take them to the hole. Take them to their knees. Take over.”

The shoe will be available at retail on Feb. 17. Ad spending was not disclosed.

“The XX2 is inspired by the F-22, the world’s most advanced stealth jet. The idea of coming out of the darkness, a place no one notices, and coming in and getting the job done was very much in line with what we wanted to convey,” said Todd Waterbury, co-executive creative director at Wieden.

“For twenty-two years, the Jordan Brand has set the standard for athletic luxury footwear as Michael Jordan has set the standard for athletic achievement,” Clifford Torng, marketing director at Jordan Brand, Beaverton, Ore. “The campaign for the Air Jordan XX2 pays tribute to the success of both the individual and the brand that carries his name, inviting consumers to dream, and hopefully inspiring them to perform.”