NEW YORK Nike said that Carmelo Anthony, now in his second season with the NBA's Denver Nuggets, will star in a new campaign this month to support the company's Jordan division.
The effort will launch Anthony's first signature apparel collection and basketball shoe, the Jordan Carmelo 1.5, which hits stores the day after Thanksgiving.
The campaign will include five TV spots that also star actor and comic Tommy Davidson. The ads will break during the Vibe Awards, to be televised on UPN on Tuesday, Nov. 16, of which Jordan is a presenting sponsor. Print, Internet and point-of-purchase will support.
Ad spending was not given. Wieden + Kennedy, Portland, Ore., is Nike's lead agency.
In the spots, according to Nike, Davidson's semi-serious character follows Anthony as his "guardian angel of sorts, describing why the 6-foot 8-inch Denver Nuggets forward is much more than your average young sports star." Charles Stone III (Mr. 3000, Drumline) was the director.
Team Jordan are professional athletes hand-picked by Michael Jordan to represent the Jordan brand of footwear and apparel. In addition to Anthony, the group includes Derek Jeter, Warren Sapp, Marvin Harrison, Terrell Owens, Ahman Green, Jason Kidd, Gary Payton, Randy Moss, Ray Allen and Andruw Jones.
—Brandweek staff report