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LOS ANGELES Nike division Jordan said it is preparing to launch an integrated brand marketing campaign this month to celebrate Michael Jordan’s legacy. It is the division’s most ambitious effort since the launch of the Jordan brand in 1997, according to Roman Vega, senior advertising manager for Jordan in Beaverton, Ore.
The national campaign is an extension of the brand’s fall/holiday 2002 print ads and continues to use “Love” as a theme. Spending on the effort, which includes a series of short films, direct mail, online marketing, a traveling exhibit, a concert and Jordan-sponsored events, was undisclosed.
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