An All-Star Support Team for Jordan Ads

Most kids may still aspire to “Be like Mike,” but basketball’s superstar is now retired. So a new Wieden + Kennedy campaign for Michael Jordan’s Nike sportswear line seeks to broaden the brand by telling consumers that he’s passing the torch to other sports stars.

“The spirit of one lives in many,” explained Charles Hall, associate creative director at the New York shop. “Michael’s retirement from the game this past spring presented some new challenges. The consumer target [males 14-24] won’t be seeing him on the court anymore.